MOBILITY AND TRANSPORT
European Road Safety Charter
good practice

Good practice submission

What problem did you address/are you addressing? 
Romania has almost the highest number of car accidents in EU. According to 2014 statistics, over 1800 people died and over 32.300 people have been seriously injured in traffic accidents making Romania one of the countries with the highest number of accidents in European Union. Most of these accidents involve parents and kids traveling in the same car. Main cause of the accidents: high speed and careless driving. As there are no so many innovative initiatives for road safety education and driver awareness, ACR wanted to help in decreasing the number of accidents involving kids and also to educate the drivers on the speeding issues. We wanted to create an innovative and intelligent speed assistance with focus on both kids and parents that travel in the same car.There were no road safety initiatives to promote responsible driving among Romanian parents. There are many driving apps in the market dedicated to traffic efficiency (see WAZE) but the researches show the apps are in fact used to disclose the position of traffic police cameras so the drivers can avoid being caught speeding and violate the traffic rules. Other apps promoting safe driving in general have minimum awareness rate. At the moment we started our innovative project, there were no apps in the world to promote responsible driving among the parents with the help of the junior passengers.
SHARE WITH US YOUR OBJECTIVES: 
Identifying the technical solution for the Junior Copilot App
Configuration of an interface that is appealing to kids, setting up the wireframe
Develop the App
Record voices for the audio parts on the App
To identify all possible bugs plus test the app
Launching the app
Creating a site for promoting app and campaign
Conducting a promotional and awareness campaign.
LIST THE ACTIONS YOU CARRIED/ARE CARRYING OUT: 
Date 
Friday, 15 January, 2016 to Thursday, 15 December, 2016
Name of action 

Identify the technical solution for the Copilot App
Configurate an interface that is appealing to kids, setting up  the wireframe
Develop the App
Record voices for the audio parts on the App
To identify all possible bugs plus test the app
Launching the app
Creating a site for promoting app and campaign
Deliverables
Mr. Bear Driver app available for Android and IOS
Creating a live site of the application: www.plimba-ursul.ro

Date 
Wednesday, 1 June, 2016 to Thursday, 15 December, 2016
Name of action 

Inform the target consumer (families with kids, kids)
Promotion Campaign
Deliverables
A promotion campaign
29.671 app downloads, 101.500 game sessions, 909.554 screen views, 11,22 screens/session, 00:10:18 average duration session and 33,30 % new sessions
A facebook page with 6641 (on 14 December 2016) likes and weekly promotions with new articles
58 articles on Romanian newspapers, websites, blogs.
6 prime time broadcastings
19 articles on international newspapers, websites, blogs
A pre-launch promotion video (0:22 seconds)
A case study video (2:15)
Visuals, flyers, roll-ups, facebook promotion and visuals

Date 
Friday, 15 January, 2016 to Thursday, 15 December, 2016
Name of action 

Ensuring administrative activities and the development of the application
Deliverables
Administrative activities, meetings and presentations organized, press monitored, participation in different indoor and outdoor events, TV and radio broadcasting, purchasing activity organized

Date 
Friday, 15 January, 2016 to Thursday, 15 December, 2016
Name of action 

Project management
Project consulting
Deliverables
A very well managed project

How many people did you reach/have you reached? 
Describe the characteristics of your target audience 
During this project, we addressed our messages and project product to the kids under 11 years that travel in the same car with their parents.
DID/DO YOU HAVE AN EXTERNAL PROVIDER TO IMPLEMENT YOUR ACTIVITIES? 
external Evaluation 
charter_yes
Name of external evaluator 
Publicis România, member of Publicis International Advertising Group
How did you disseminate/are you disseminating results? 
Please find below the dissemination means and the outcomes we achieved during the dissemination process:The application Junior Co-pilot (Plimba Ursul) is available, for free, on Google Play and Appstore for both Android and IOS.29.671 app downloads, 101.500 game sessions, 909.554 screen views, 11,22 screens/session, 00:10:18 average duration session and 33,30 % new sessionsA live website www.plimba-ursul.ro in RO and ENA facebook page with 6641 (on 14 December 2016) likes and weekly promotions with new articleshttps://www.facebook.com/jocplimbaursul/?fref=ts58 articles on Romanian newspapers, websites, blogs.6 prime time broadcastings19 articles on international newspapers, websites, blogsA pre-launch promotion video (0:22 seconds)A case study video (2:15)Visuals, flyers, roll-ups, facebook promotion and visualsThe innovative aspect of this project was promoted not only in Romania, but also abroad in international newspapers, websites and blogs, including FIA website. - over 9000 slowdowns recorded and counting. - 25% of Romanian population reached by the safety message (according to the Romanian Association for Audience Measurement)- 400k earned media- the game is now also implemented in Portugal by the name of “Boris o Condutor”, through the “Automovel Club de Portugal” (Automobile Club of Portugal) and could be easily implemented, at low costs, on other European countries, through national automobile clubs. Other automobile clubs from EU countries showed interest in acquiring the application for implementing it in their countries.
How did you evaluate/are you evaluating the success of your action? 
The evaluation of the project success was based on the outcomes that we achieved during implementation. First of all, we conducted an evaluation of our partner that developed the app, based on the project objectives and their deadlines. The evaluation has been also based on the number of users (app downloads) and how the mass media presented our innovative project. The project received a positive and independent evaluation from FIA.
Who carried/carries out the evaluation activities? 
External evaloation
Internal evaluation
When did/will you carry out the evaluation? 
after intervention
PLEASE LIST THE INDICATORS YOU USE TO MEASURE SUCCESS 
The number of users that downloaded the application
The number of games sessions
The number of app facebook page’s fans
The number of written articles that have published information about our project
The number of prime time televisions that broadcasted about this project.
The number of the slowdowns we achieved in Romania
PLEASE DESCRIBE THE EVALUATION TOOLS YOU USE I.E. SURVEYS, INTERVIEWS, FOCUS GROUPS, ETC. 
One of the evaluation tools will be the future number of accidents that involve kids less than 11 years.
Another good evaluation tool will be the number of speeding fines that are recorded by the traffic police.
The number of slowdowns is recorded by this application and can be an useful tool for evaluation.