You are on page 1of 20

1

SAFE DRIVING

Some Facts
every year. More than five times the Tsunami toll

More than 1.2 million people are killed in Road Accidents, worldwide,

One child is killed in Road Accidents, every three minutes in the World A total 136,834 accidental deaths were reported in the country during

the year 2011


1.6% increase over the previous year

Source : NCRB- National Crime Records Bureau

Some Facts

Source : NCRB- National Crime Records Bureau

ROAD SAFETY is a matter of


The vehicle Technical properties (engine power, brakes, tyres), Safety equipment (Traction Control, airbags) The road environment Road layout, signaling The driver = all of us

The driver
Technical knowledge highway code, start the car, change gears

Driving ability
take a bend, overtake, park Driving experience How to react in a difficult situation, how to drive in dense traffic Driving attitude = the right mentality to drive safely and avoid accidents

What makes a good driver?

Attitude
Experience Ability

Knowledge

What is attitude?
Conscious of possible dangers Conscious of own limits

Social: not alone on the road


Understanding: everybody makes mistakes-no revenge The will to avoid accidents at any cost!

Major safety issues


Speed - A little slower, please! - Speed increases accident risk Seatbelt - Buckle up!
-With seatbelt: 75% less risk at head injury, 61% less risk at breast injury

Drinking and Driving- Heavy Penalties!


- Alcohol - narrows viewing angle, Slows down reactions
Inhibitions disappear even at low concentrations!

Objective- in Social Marketing


Eliminate problematic behaviour of the target group and convert it into a lasting behaviour change Eliminate existing behaviour: speeding New, adapted driving style Avoid potential risk behaviour (not adapted to traffic circ.) CHANGE IN KNOWLEDGE (RULES + RISK PERCEPTION) oattitude (speeding = not done)

o behaviour (speed adapted to circ.)

9 Ps of Social Marketing
Instruments to bring about behaviour changes

10

1. ProductAdapted driving style (change the problematic driving behaviour)

2. Price (non-financial efforts) Time for awareness Attention

3. Place
Traffic situation + where to reach target group Highways Traffic signals Educational Institutions Television

11

Internet
Cinema Theatre Major sports tournaments

4. Promotion- The Strategy


Strategy: First establish brand , then deepen concept through repetition Tools: strategical media planning (media mix) tactical media planning split up per target group Approach: Positive, emotional (involvement) Emotionally destabilize speeding drivers Instigate good/right behaviour

12

Simple message: baseline Safe driveStay alive


REPETITION! (time & place) + positive feedback evaluation (post-test)

4. Promotion- Media Mix


Billboards Small posters

TV-ads
Radio ads Leaflets Internet (website + game) Electronic mailing

Local trains, buses


Social Media

5. Partnerships
Ministry of Youth affairs & sports National Highway Traffic safety Administration

14

National Highway Authority of India


Regional Transport office Educational Institutes NGO e.g. Arrive Safe Parents Society

6. Public
External College students Youths Drivers Vehicle owners Parents Victims Pedestrians Bikers Internal NGOs Automotive manufacturers RTO Policy makers Media

15

Emergency and health professionals


Teachers/Students

7. Policies
Education Enforcement

16

Engineering
Environment /Infrastructure Emergency care Effective CSR

8. Purse strings
Central / State Government grants Business Houses

17

Automotive Manufacturers
NGOs World Bank Funds MPs/ MLA/ MLS Community

9. Patience
Ongoing awareness program
Efforts to make culture for safe driving
STAGE 1 Unknowingly Unconscious STAGE 2 Knowingly Unconscious STAGE 3 Knowingly Conscious STAGE 4 Unknowingly Conscious

18

Top 10 Good and Safe Driving Habits


Dont Drive Drunk Dont Speed

19

Dont Let Any Thing Distract You


Drowsy Driving Always wear your Seatbelt

Dont use your smartness in bad weathers


Deal with the Idiots on the road Always follow the traffic signals Practice safe driving Love and maintain your car

20