MOBILITY AND TRANSPORT
European Road Safety Charter
good practice

Good practice submission

What problem did you address/are you addressing? 
Use of mobile phone when driving is increasing in Slovenia. Research made by Slovenian Traffic Safety Agency in 2015 has shown that 75% of surveyed drivers uses telephone and sends SMS messages while driving. In 2012, "only" 25% were using mobile phone.Research from USA shows that 20 % of all car accidents are caused because of mobile phone usage. In Slovenia there is no monitoring for traffic accidents caused by use of mobile phone.Young people are heavy users of mobile phones also when driving. This can have, fatal consequences, due to a large disturbance in attention.
SHARE WITH US YOUR OBJECTIVES: 
Social marketing campaign »Don't text and drive!«
Raise awareness about dangers of texting and driving focused primary on youth and secondary on general public.
Inform about the consequences of severe traffic injuries caused by usage of mobile phones.
Include all major Slovenian media in this topic. During the campaign gain at least 40 articles about the topic.
Advocacy about need for monitoring traffic accidents caused by mobile phone usage.
LIST THE ACTIONS YOU CARRIED/ARE CARRYING OUT: 
Date 
Friday, 29 January, 2016 to Friday, 15 April, 2016
Name of action 

 
Through collaboration with Renault Slovenia, media Agency Publicis Slovenia we are going to launch a media campaign »Don't text and drive!« using social media (Facebook, Twitter) as a starting point for media attention and a channel to reach our target group.
We will produce a viral video that will point out the dangers of texting and driving including youth (in a cooperation wit Slovenian ride sharing platform Prevoz.org) and traffic accident victims.
 
Video:
On Slovenian ride sharing platform Prevoz.org we will offer a ride in a car driven by professional driver and equipped with hidden cameras. Driver will inform passenger about another (surprise) passenger that will be joining them shortly and ask young passenger to send a text to this surprise passenger. He will, thinking that the driver is the one sending text, answer with an alarming text about texting and driving. This will stimulate a debate on who this strict passenger might be and why is he pointing fingers on texting and driving.
A few kilometers later they will pick up surprise passenger - a traffic accident victim in a wheelchair, that will share his personal experience from traffic accident and the consequences - spinal cord injury and life in a wheelchair.
Link to video »Don't text and drive!« in Slovenian language: https://www.youtube.com/watch?v=hESHx3SYAuo 
 

Date 
Wednesday, 29 June, 2016
Name of action 

Main dissemination of video was on social media with exclusive news on TV media with the biggest reach and exclusive story about campaign. This was followed by press releases to all other relevant media (national, regional). The campaign got a lot of media attention, which contributed greatly to raising awareness on the dangers of texting and driving.
The campaign was supported by major mobile operators, Europlakat with more than 400 free city light outdoor advertising and radio stations with free advertising space and even the Slovenian motorway company (DARS) with traffic displays on the highways. Those who changed Facebook cover to support campaign received »Don't text and drive!« stickers.
Video received 401.122 views on social media Facebook, which represents 52% of all Slovenian Facebook users and 2.213 video and post shares and total 14.139.547 brand impressions.
Campaign video was shared in our interactive preventive workshops »I still drive, but I cannot walk« with reach of more than 10.000 Slovenian pre teens, adolescents and young people from February to December 2016. The research done in workshops »I still drive, but I cannot walk«  showed that  95% of participants  changed attitude towards use of mobile phone.
 
Summary of the campaign in English language:
https://www.youtube.com/watch?v=lL6wA1iRDRw
 
 
CAMPAIN RECOGNITIONS: Expert jury in the field of marketing and advertising has recognized the importance of the campaign “Don’t Text and Drive!” which received two silver awards at the 25th Slovenian Advertising Festival in the categories of integrated communications campaign and Marked or created content.
WEBSI – Festival of Slovenian digital communication awarded the campaign 2. place in category social networks.

How many people did you reach/have you reached? 
Describe the characteristics of your target audience 
Young people are heavy users of mobile phones also when driving. Not just for sending short text messages but also for social media. Campaign will target them through social media.Use of mobile phones in spread also among adults. Campaign will target them through media (internet, newspapers, TV and radio).
DID/DO YOU HAVE AN EXTERNAL PROVIDER TO IMPLEMENT YOUR ACTIVITIES? 
external Evaluation 
charter_yes
Name of external evaluator 
Marketing Agency Publicis Slovenia
How did you disseminate/are you disseminating results? 
Dissemination will be done through Zavod Vozim website and Facebook page and with newsletters send to schools, young people and professional public working in the field of road safety and youth sector. Video will be shown to young people in workshops »I still drive, but I don't walk« every year and will reach 40 % of a generation.Dissemination to general public will be done through media articles and with the help of DARS, Motorway Company in the Republic of Slovenia in signs boards on Slovenian motorway.
How did you evaluate/are you evaluating the success of your action? 
The success will be measured with the number of views and shares on social media and other media coverage (internet, newspapers, TV and radio).
Who carried/carries out the evaluation activities? 
External evaloation
Internal evaluation
When did/will you carry out the evaluation? 
before and after intervention
PLEASE LIST THE INDICATORS YOU USE TO MEASURE SUCCESS 
Number of views of video on Facebook.
Number of shares of video on Facebook
Free media publicity in EUR
Response of key institutions for traffic safety for implementing monitoring of traffic accidents caused by mobile phone usage.
Number of brand impressions of "Don't text and drive"
PLEASE DESCRIBE THE EVALUATION TOOLS YOU USE I.E. SURVEYS, INTERVIEWS, FOCUS GROUPS, ETC. 
Statistics on social media.
Statistics of press clips.
Reach of target group