User outreach and eSafety awareness

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User outreach and eSafety awareness
Jacob Bangsgaard Director of External Affairs and
Communications ETSC Conference, Brussels 21
February 2006
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The main obstacle for road safety The driver
Road safety campaigns

• Dont drink and drive
• Use your seat belt
• Keep the speed limits and follow the traffic
  rules

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Why do we need user awareness for eSafety?
Commissioner Vivian Redingwe would like to
take measures to ensure that the benefits of our
technological research become more visible for
the citizens
Deployment obstacles

• Difficult to explain - sell
• Low public awareness
• High price high maintenance cost
• Privacy concerns

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How do we explain eSafety today?

• Adaptive Cruise Control
• Lane Keeping Assist
• Automated Parallel Parking
• Low Speed Following
• Electronic Stability Control
• Night vision
• Lane departure warning
• Forward Collision Warning
• Collision Mitigation Braking
• eCall
• Blind spot monitoring
• Adaptive head lights
• Obstacle collision warning
• Extended information (Extended FCD)
• RTTI (Real-time Traffic and Travel Information)
• Dynamic traffic management
• Local danger warning
• Speed Alert

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How is the message perceived?
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New eSafety messages
eCall Let your car call for help when you need
it the most GST Open the door to the services
you need PReVENT Make your car more intelligent
and safe to be in AIDE Make sure that you are
not distracted when you should be
alert SPEEDALERT Your car tells you how fast
you should go TMC Be informed so you dont get
caught off guard
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How do we create the message?
Media
Target Gr.
Awareness
Experts
News value
Campaigns
Opinion Leaders
Attention
Information
Opinion Seekers
Trustworthy
Education
Interest
Persuasion
Professionals
Desire
Opinion Followers
Advertising
Media contact
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How do we proceed?
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When do we create the message?
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ERTICO Communications Task Force

• Communication/marketing representatives from
  Partner organisations and from ITS Nationals.
• Pool their collective communications experience
  to create more efficient messages.

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Funded by the European Commission

• eSafety Forum stakeholder support
• Support to i2010 Intelligent car initiative
• Support to the eSafety Communications Platform
• Running ESC (Electronic Stability Control) pilot

www.eSafetySupport.org
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Conclusion

• Simple and credible messages are essential
• Technical communication must be avoided
• Media campaigns are effective but require
  constant news and are difficult to sustain for
  longer periods
• Consumer tests gives a high penetration in the
  media but difficult if products show only small
  differences
• Labelling needed to brand eSafety
• Lives can be saved every day - if we progress

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Thank you
Jacob Bangsgaard Director of External Affairs and
Communications j.bangsgaard_at_mail.ertico.com
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