CZECH ROAD SAFETY CAMPAIGNS ANALYSIS

1
CZECH ROAD SAFETY CAMPAIGNS ANALYSIS

• Emil Drápela

2
Why road safety campaigns?

• Driving
• 10 car
• 30 road
• 60 driver
• How to change drivers?
• How to appeal on them?

3
Shock Campaigns

• e.g. Think or Pay
• Massive shock campaign focused especially on
  drivers under 25.
• 5 TV spots, internet and press campaign,
  interactive website
• short-term effect

4
Educative Campaigns

• The Action
• The extraordinary show for every novice drivers
  and those who will become a driver in future.
  Pictures of real road accidents not painted pink.
  Stories of real people their lives where changed
  in few fated seconds. There is no happyend in
  these stories. They are not a part of a film or a
  computer game. There have something in common
  they can happen anytime to anybody. There is no
  applause during this show.The visitors are mostly
  silent. This is not a theatre performance. This
  is not a fiction. This is ... The Action.

5
Educative Campaigns

• The Action
• Live show for novice drivers
• Oriented on emotions
• Still remains feeling of show, theatral
  performance

6
Educative Campaigns

• Lets make a deal!
• focused on young drivers against drink driving

7
Educative Campaigns

• Lets make a deal!
• supported by breweries (responsible drinking),
  popular music groups
• Informative character
• Not applicable for speeding problem

8
What I missed?

• SPEEDING
• The most important issue to solve
• Problem with appropriate speed the driver
  always know better how high it is
• Issue hardly to change by campaigns behavioural
  shift is needed
• Friendly advice approach

9
Road safety campaigns

• Geographical/mentality dimension
• Emotional dimension
• Time dimension
• Road safety campaign have to be made for specific
  conditions of every state.

10
The most important message

• Normal is to drive carefully, to respect speed
  limits. Speeding is the most frequent reason of
  accidents, your first fault can be your last
  fault.

11
Thank you for your attention.

• emil.drapela_at_cdv.cz
• tel. [phone]