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Wearing earphones and headphones while on the move is dangerous

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Wearing earphones and headphones while on the move is dangerous

One of the main goals and tasks of Magyar Autóklub is to foster the improvement of road safety by rendering traffic education to MAK members and Hungarian citizens during their whole lifetime, to call attention to possible risks, raise awareness by campaigns, and contribute to the diminishing of accident numbers with special emphasize to serious and fatal accidents.
We carried out a very successfull awareness and advocacy campaign during the Fifth UN Global Road Safety Week in May after having received the FIA Road Safety Grant. We wanted to call attention of the whole society, the press, the local leaders and the decision makers to the risks arising from a new phenomenon i. e. wearing headphones and earphones while on the move.
After having carried out a lot of different and very successful road safety campaigns and projects during the last 25 years, we have recently realized the dangers arising from a new phenomenon, i.e. accidents caused due to distraction by wearing of earphones and headphones in order to listen to music, talk to each other by phone or even learning languages. However, no campaigns have been running aiming at raising awareness and showing dangers of this phenomenon in Hungary. We wanted to deal with this phenomenon and call attention of the whole society, call upon the decision makers, as well as raise awareness of dangers. Our goal was to contribute to the improvement of road traffic, to change traffic behaviours of young people in order to diminish accident numbers, especially to avoid serious and fatal accidents caused by distractions.

What problem did you address/are you addressing? 
The circumstances of tragic accidents have been heavily discussed recently in the media in Hungary when youngsters have died due to distraction by wearing earphones and headphones while on the road. The society was very much shocked and people tried to find solution as one death is too much not to mention these young people. Distraction is an important issue often resulting in serious situations on the road. Several drivers, cyclists, joggers, e-roller users, e-bikers, pedestrians are wearing earphones and headphones while on the road in order to enjoy time spent in traffic. Some of them travel more than an hour two times a day, which might be approached and perceived by them as waste of time. They do not deal with the risks caused by the noise cancelling effects of earphones and headphones, resulting in dangerous situations. They are not aware of the fact or ignore it, that while wearing these devices they do not properly perceive the motion and intention of the fellow participants in traffic. It is quite a new phenomenon and primarily young people are affected but it is not rear to see middle-aged drivers involved as well. As more and more people in Hungary are affected, we considered as important to run a campaign.
What are your objectives? 
on the one side we would like to call attention of all participants of traffic to the fact that wearing headphones and earphones while on the road is dangerous.
on the other side we would like to call upon the decision makers – “#SpeakUp” - to take action as usage of earphones and headphones are not prohibited in Hungary
we would like to raise awareness of the society
we request teachers to draw attention to the dangers during traffic education of pupils
we would like to reach not only youngsters wearing these devices but also their families
Describe the characteristics of your target audience 
Young people wearing headphones and earphones, decision makers, press, families with children, parents, local leaders
How many people did you reach/have you reached? 
List the actions you carried/are carrying out 
Date 
da Lunedì, 6 Maggio, 2019 a Sabato, 25 Maggio, 2019
Name of action 

Having received the Road Safety Grant of the FIA we have launched a very successful “#SpeakUp” awareness and advocacy campaign during the Fifth UN Global Road Safety Week between 5-12 May 2019 and continued with the campaign for two more weeks.

Date 
da Lunedì, 6 Maggio, 2019 a Sabato, 25 Maggio, 2019
Name of action 

The Board of Magyar Autóklub has declared a memorandum, which was sent to media, put on our website and discussed during road safety events. Goal of the memorandum was to “#SpeakUp”, to call attention of decision makers to take action in order to avoid accidents and to give awareness, as well as call attention of media and the society.

Date 
da Domenica, 5 Maggio, 2019 a Sabato, 25 Maggio, 2019
Name of action 

Posters were printed to raise awareness on the dangers of wearing headphones and earphones while on the road and they were distributed at schools. There were a lot of posts on Facebook (showing the poster and pictures from the two events.) and we received a lot of valuable comments.
We have reached 74258 inviduals on Facebook through our posts.

Date 
da Sabato, 11 Maggio, 2019 a Sabato, 25 Maggio, 2019
Name of action 

We have shoot a short video about the dangers caused by wearing a headphone while on the road and presented it through on-line channels using both own media surfaces and payed media (YouTube and apps). We were focusing on social channels, as these are perfect to reach young people. This video has appeared on MAK website, MAK Facebook page, Instagram and YouTube.

We have reached 269849 individuals on Facebook through our campaign video
148495 arrivals on YouTube

Date 
da Venerdì, 10 Maggio, 2019 a Sabato, 11 Maggio, 2019
Name of action 

The video about the dangers arising from wearing headphones and earphones while on the move was on show during two events: on a Road Safety event in Szolnok on 10 May where local leaders and decision makers were also urged to take action and on the Day of the Traffic Culture on 11 May 2019.

Date 
da Sabato, 11 Maggio, 2019 a Venerdì, 31 Maggio, 2019
Name of action 

A well-known Hungarian influencer, Kovács Zsolt has joined our campaign by making another video and showing it on his on channel as well.

To be found on his own channel as follows: https://www.youtube.com/watch?v=k-pRTZXQy0o&t=197s

Date 
da Lunedì, 13 Maggio, 2019 a Sabato, 25 Maggio, 2019
Name of action 

“F1 Drivers Advocate for Road Safety” video made by the FIA was put on MAK homepage, Facebook page, YouTube channel

Is there a plan for continuing these activities in the coming years? 
Yes.
How did you disseminate/are you disseminating results or how did you promote/are you promoting your initiative? 
We have promoted our initiative through our homepage, MAK newsletter, own social channels and payed channels. We are disseminating results primarily through our homepage and magazine.
How did you evaluate/are you evaluating the success of your action? 
The evaluation, carried out internal, was based on figures received by Google Analytics and the comments received on social channels (Facebook, YouTube, Instagram). We have collected and analized the press coverage as well: https://www.ridikul.hu/cikk/2019/05/08/a-tuleleshez-minden-erzekszervedre-szukseg-van http://os.mti.hu/hirek/144782/a_magyar_autoklub_kozlemenye http://videk.ma/2019/05/magyar-autoklub-veszelyes-kozlekedes-kozben-a-fulhallgato-hasznalata/ https://acmwallet.co/2019/05/09/a-magyar-autoklub-kozlemenye/ http://mywebtv.hu/hirek/az-eleted-is-mulhat-rajta-megeri-szlogennel-kampanyt-inditott-a-magyar-autoklub + https://www.facebook.com/pg/mywebtv/posts/?ref=page_internal
Who carried/carries out the evaluation activities? 
Internal evaluation
When did/will you carry out the evaluation? 
Before, after and continuous monitoring
Please list the indicators you use to measure success 
• number of individuals reached by the poster, video on our homepage, Facebook page, Instagram, YouTube channel
• number of Likes
• evaluation of comments arrived at our social channels
• number of press coverage and feedback received
Please describe the evaluation tools you use (i.e. surveys, interviews, focus groups, etc.) 
evaluation of comments on the social channels,
feedback from the reader of the MAK magazine “Autósélet”