MOBILITY AND TRANSPORT
European Road Safety Charter
good practice

Good practice submission

Good practice submission

What problem did you address/are you addressing? 
Road safety campaigns targeted to young people normally are not attractive and have no success either because nobody cares nor because no one pays attention. We aim to be listened and to be noticed: Young people are big fans of music and we believe that social media is the main vehicle to communicate with them. Thus, we planned to launch a national campaign featured by a pop band with major success so everybody could pay attention and could sing their musics.
What are your objectives? 
The goal was to make a road safety campaign for young and future drivers, to be listened, to be noticed and more important than this to have results. With D.A.M.A, one of the most successuful pop band in Portugal, we achieved the perfect match with our r
Portuguese young drivers (18-24 years old) have the highest risk of road accidents with a risk of death of 40%, more than the rest of the population. Casualties occur mainly on weekends and during the night. Young people face road safety messages as a bor
How many people did you reach/have you reached? 
List the actions you carried/are carrying out 
Date 
Monday, 1 December, 2014
Name of action 

The “Granny’s ride” campaign and the music “O maior” were launched in a very unique moment with DAMA performing a show case at ACP headquarters in December 2014, just before the season holidays (one of the most tragic period of the year for road safety. This mini concert was broadcasted directly on Sapo – the biggest net portal in Portugal – with over 15 thousand views.
It had a huge impact since nobody thought that a centenary automobile club could made a partnership with one of the most popular pop band in Portugal. As a result we had more than 20 pieces of media coverage of the launch across national and regional print, online and broadcast media.
Then, we kept on promoting the campaign with Media coverage (national TV, radio, internet and newspapers)  spots on tv and movie theaters and also mupis on subway stations.
During Easter season we carried out a 2nd phase to improve the campaign with tv and radio spots meanwhile the band, still on national tour and many events, won the MTV Social Responsability Award “Much more than a music 2015” with the campaign song.
We also promote mini concerts of DAMA at ACP Kids roadshow and also at educational events for university target, both with media coverage. During the most popular summer festivals the videoclip was played on plasma Tv screen during the concert  breaks and also with photocalls with the band at our car parkings.  
In all D.A.M.A. concerts during their national tour the song was played and a reference to ACP campaign was made. During the concerts the band’s staff were always wearing ACP campaign t-shirts.
A facebook community was created by ACP “O Maior- ACP/DAMA” to check all the activities of the campaign. At the end of the first week the page had more than 4.000 likes. Sharing posts with the oficial facebook pages of DAMA and ACP was the best strategie to achive this results and contributed to a major efficiency.
To improve the campaign during summer holidays (another high risk period of the year for road safety) we launched a facebook contest. By taking a photo in a photocall placed in all the ACP stores (27) and at the DAMA’s concerts, participants were challenged to promote the message as well as the photos with the largest possible number of people. In fact the sum of the daily range troughout the contest on facebbok page of the contest was more than 574.000 people. The winner was awarded with a private band show at his place.
Presently we are already planning the next step of the campaign for Christmas holidays. DAMA will launch a new album by the end of the year. We will use some “candid camera” videos in our Driving Schools performed by the band and our students. We aim to be listened and to be noticed and to continue promoting this road safety campaign with the help of D.A.M.A who will play the music “O Maior” in all concerts during their 2016 national tour.

How did you disseminate/are you disseminating results or how did you promote/are you promoting your initiative? 
The main strategie was based on facebook account specially created for the campaign, ACP and DAMA’s. All these pages shared posts and promoted many iniciatives. Ads in newspapers, radio and tv spots during vacations and holidays season as well as to have mupis on the subway stations and spots on movie theaters were also part of this media plan. Also in the summer festivals we promoted the campaign during the concert breaks and on the car parking areas managed by ACP. In other ACP road safety actions the song was played in flashmobs like during the world campaign “Save kids lifes”.
How did you evaluate/are you evaluating the success of your action? 
It is too early to be able to get the results of the campaign that began just a few months ago. Portuguese data is very cruel and very dramatic in what refers to deaths and severe casualties with young people. Furthermore young people are not aware and do not care about road safety messages because they think that nothing will happens to them. So, nowadays our major concern is to spread the message, to be listened and to be noticed. Our goals are being achieved but we expect to have even better results during 2016.