What problem did you address/are you addressing?
Health and Safety constitutes a core value and an absolute priority for HERACLES Group of Companies. The development of a culture of personal accountability for Health & Safety at all levels and throughout the entire organization is a basic element of the Group’s ongoing and future governance. The company focuses on transport and road safety which is considered to be a critical pursuit and a major commitment to achieve.In particular, transport and road safety for the in house drivers and external contractors is a strategic priority; given the fact that HERACLES Group occupies more than 600 professional drivers as well as road traffic injuries is a leading cause of death at a global level. It is worth noting that road accidents are responsible for 70% of fatal accidents at LafargeHolcim, the parent company of HERACLES Group. Also, according to the Hellenic Statistical Authority, more than 800 road accidents were fatal in Greece. Additionally, HERACLES Group took into consideration the challenges of addressing the target group of professional drivers; that are the nature of their work (there is no standard workplace, they have strict deadlines to follow, the target audience is spread throughout the country) and the broader working environment (the current condition of the road network in Greece, the decisions of the Council of State with regards to the shared responsibility of professional drivers for road accidents). At the same time, the company acknowledged the fact that a conventional information campaign would neither attract the drivers’ attention nor engage them. It also recognized that formal written speech via information leaflets/posters/booklets etc is not impactful, while the evolution of the technology constantly creates new means of communication. Lastly, HERACLES Group explored different awareness raising campaigns regarding road safety that have already been carried out and discovered that interactive campaigns in the digital environment have never been implemented in the broader sector where the Group operates.
What are your objectives?
Remind the rules of proper driving behavior
Educate the target audience in accordance with the road safety culture of LafargeHolcim, the parent company of HERACLES Group
Encourage and inspire the professional drivers to be personally accountable
Design an interactive campaign that engages the participants
Produce measurable results with regards to the participants' engagement
Describe the characteristics of your target audience
- The majority of the target audience is at the age of 35 to 50.- It has a busy schedule with tight deadlines.- It is almost constantly on the road.- It is spread all over the country.- It has participated in a number of theoretical trainings with regards to road safety as well as it has received plenty of information material.- A “me too” conventional campaign does not attract the professional drivers’ attention; thus, they are not willing to devote their time.- They are not used to interactive educational programs that convey the messages in a humorous manner.- They usually know better than the rest given their everyday experience; thus, they are not fond of instructors “playing teachers” and indicating their mistakes. They prefer a more friendly approach.- The target group values immediacy.
Who carried/carries out the evaluation activities?
When did/will you carry out the evaluation?
Before, after and continuous monitoring
Please list the indicators you use to measure success
Total number of participants in the program