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Safe Highway social campaign

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Safe Highway social campaign

In the 3rd quarter of 2017 and throughout the year 2018 Compensa along with Centrum Bezpieczeństwa Ruchu Drogowego (Road Safety Centre member of ERSC) conducted 1st edition of the social campaign "Bezpieczna Autostrada" ("Safe Motorway"), the main purpose of which was to increase safety on motorways. The start of campaign was followed by few months of conceptual works of both partners – Compensa and Road Safety Center.
The main objective of the campaign was dissemination of knowledge among road users about safe travel on motorways and freeways as well as about first aid in case of accidents. The scope of campaign was nationwide, carried out on motorways and consisted of following elements:

1) Events
As part of the campaign, a cycle of events was held and conducted in Rest and Service Areas (RSAs), during which visitors (drivers together with their families) could check their knowledge of administrating first aid, practice it on various size of manikins, check their reflexes on dedicated equipment. Thank to special googles, They could also find out how your perception changes under influence of alcohol or drugs. Drivers received packages of materials, containing information about safety in the road traffic for adults and children. We taught them how to correctly drive on motorways and gave them emergency corridor stickers for cars as well as ICE cards (in case of emergency), helpful in notifying relatives in the event of an accident.
Results: 21 conducted events, first aid mini courses for 10,000 people.

2) Distribution of educational materials
The materials were also disseminated at the entrance gates of motorways during two long holiday weekends in January and November 2018.
Results: 365,000 distributed materials regarding Highway safety.

3) First aid trainings:
Practical trainings and e-learning courses concerning first aid were organised for employees of Compensa, key stations employees on motorways, as well as for motorway service employees. Additionally, the aforementioned stations were equipped with professional first aid kits.
Results: 39 full day trainings, Over 650 people across Poland were professionally trained.

4) Safe drivers community and website contest for drivers.
Within the campaign we also held two editions of the contest for drivers, in which they could win, among others, safe driving courses and e-learning courses concerning first aid. To take part in the contest they needed to join safe divers community by declaration of following 9 safety rules (eg. “I know safety corridor”, “I am attentive and focused while driving”)

Results: 500 members of safe drivers community, 250 submissions for contests, 125 awarded participants

5) Employments’ engagement

Beside trainings of Compensa, employees and selected business partners, all branches were branded with the information that employees of Compensa are able to provide first aid. All Compensa’s branches were also engaged in distribution of the educational materials. Additionally two internal events were conducted during which we introduced employees to idea and activities promoted via the Safe Highway campaign.
Results: Engagement of Compensa employees across Poland

6) Patrons and Partners
The campaign had a honour patronage of The National Traffic Safety. Media patronage was given by one of the most popular: radio station in Poland RMF FM and Internet Portal Onet.pl.
Results: Over 10,000,000 people reached through the media campaign

If you work together with external partners, list the most important partners and briefly describe their role. 
1. Compensa - the co-organizer and the substantive partner of the Road Safety Center in the campaign 2. Media patronage (commercial and barter cooperation) of ONET (one of the biggest internet portals in Poland) and RMF (one of the biggest radio stations in the country) 3. Honorary Patronage of the National Road Safety Traffic Council 4. Other partners – highway operators, police, motorcycle club
What problem did you address/are you addressing? 
85% of Polish drivers cannot drive properly on highways. They are unable to create a rescue lane in case of a car crash and 80% of drivers declare that they cannot administer first aid. What is more, one of the highest death rate in Europe per 100 accidents was reported in Poland: 8.9! (the lowest death rate was in Germany: 1.1). That is why along with Centrum Bezpieczeństwa Ruchu Drogowego (Road Safety Centre) we carried out social campaign for improving highway safety. Our modus operandi was not to criticise but to teach drivers how to travel on highways, enabling them to reach their destination safely.
What are your objectives? 
GOAL: Creating a safe highway by educating drivers about the correct rules of driving on highways
GOAL: To supply Compensa employees, drivers and highway services with essential knowledge and skills
GOAL: To perceive Compensa as a road safety patron
Describe the characteristics of your target audience 
During our campaign we carried out 21 events for whole families. We were visited by people during their journeys: seniors, adults, teenagers as well as school kids and toddlers. We provided activities for all groups of visitors. We directly educated around 10 thousands people by mini courses of first aid. Our toddler-child zone was visited by approx. 2 thousands children. We reached more than 10 million people via our radio campaign.
How many people did you reach/have you reached? 
List the actions you carried/are carrying out 
Date 
Svētdiena, 1 Oktobris, 2017 līdz Pirmdiena, 1 Janvāris, 2018
Name of action 

29 full day practical trainings courses concerning first aid for Compensa employees realized by Centrum Bezpieczeństwa Ruchu Drogowego Instructors

Date 
Piektdiena, 26 Janvāris, 2018 līdz Svētdiena, 28 Janvāris, 2018
Name of action 

1st distribution action of educational materials at entrance gates of motorways during beginning of school winter holiday.

Date 
Sestdiena, 28 Aprīlis, 2018 līdz Svētdiena, 2 Septembris, 2018
Name of action 

20 events in Rest and Service Areas (RSAs) + pilot event conducted 24th of September 2017

Date 
Otrdiena, 3 Aprīlis, 2018 līdz Svētdiena, 2 Septembris, 2018
Name of action 

Contest for drivers on the campaign's website https://bezpiecznaautostrada.pl/

Date 
Ceturdiena, 1 Novembris, 2018 līdz Svētdiena, 4 Novembris, 2018
Name of action 

2nd distribution action of educational materials at entrance gates of motorways during long November weekend.

Date 
Sestdiena, 6 Oktobris, 2018
Name of action 

Full Day Safe Driving Course for winners of Drivers competition conducted on website as well as employees of Compensa who received the highest score in the internal test of “1st aid and safe highway driving knowledge”

Date 
Svētdiena, 1 Jūlijs, 2018 līdz Trešdiena, 31 Oktobris, 2018
Name of action 

10 full day practical trainings courses concerning first aid for key stations employees on motorways, as well as for motorway service employees. Additionally, the mentioned stations were equipped with professional first aid kits.

How did you evaluate/are you evaluating the success of your action? 
We expected and reached following results: 1 expected result: Improvement of drivers' awareness on highways - Distribution of over 365,000 materials - Safe drivers communiity with 500 members - Direct education of 10,000 people 2 expected result: Improvement of drivers' awareness on highways - First aid mini courses for 10,000 people - 500 Compensa employees - 155 highway service employees 3 expected result: Association of Safe Highway campaign with Compensa, improving the image of the company, publications in media - 10,826,534 people heard at least once SH clip in radio; 9117966 – 3 times; OTH 14 - 13,500 UPV of RMF contest website - 730,550 UU of videos on Onet - 121,602 UU of articles on Onet - 10,000 people participated at our events at rest stops Full Day Safe Driving Course for winners of Drivers competition conducted on website as well as employees of Compensa who received the highest score in the internal test of “1st aid and safe highway driving knowledge”
Who carried/carries out the evaluation activities? 
Internal evaluation
When did/will you carry out the evaluation? 
Before and after the intervention
How many groups did you evaluate/have you evaluated? 
Number of interventions groups 
20
Number of control groups 
1
Please list the indicators you use to measure success 
Educational materials distributed among drivers and their families
Trained Compensa employees
Trained employees of highway services
Members of Safe Drivers Community
Children reached via events
People reached by media campaign
Participants of events
Please describe the evaluation tools you use (i.e. surveys, interviews, focus groups, etc.) 
Interviews
Keeping statistics on distributed materials, participants of events and trainings
Google analytics
Media statistics