Our members are dedicated to improving road safety and sharing their knowledge with the wider community. Here, you can explore our members' good practices – initiatives that have been assessed for their effectiveness in addressing a road safety problem and have proven results.
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Road safety - Accident statistics - Truck drivers' limited visibility at the right front tire of the truck, Young people's limited capabilities to manage large intersections and heavy traffic. At ITD, road safety is absolutely central to our work, as we as an association have a responsibility to actively contribute to reducing the number of accidents on the roads and potentially saving lives. In 2021, we are running three nation-wide road safety campaigns to target a broad audience. Our main target groups are pupils, parents, teachers and the transport industry itself but we also address the outside world through media coverage in Danish newspapers and tv and radio channels (not by paid advertisements, but the media cover the campaigns because of the vital piece of news. At the beginning of this year, it was difficult to visit schools due to the corona situation, so we developed a new, innovative campaign called "Stay away from the right front tire of the truck", which ran from the end of January to the end of April 2021. The campaign was very visible with 20 (the budget decided the numbers of trucks) pink trucks driving around with the important message on the side of the truck with very good support from our member companies. The choice of the colour pink made a huge difference in order to get the message through (to the population and internal to the industry) and was actually very well-received in an industry known to be a bit conservative. Read more: https://itd.dk/nyheder/itd-nyt/2021/pink-trailere-saetter-trafiksikkerhed-paa-agendaen/ In August, we ran our campaign "Use your head in traffic" (www.hmit.nu) targeted at 8th grade students and in October we will run our campaign called "The truck caravan" targeted at 1st and 2th grade students. During the corona pandemic in 2020 and 2021, The truck caravan has sent 60,000 green reflective vests and teaching materials to all 2th grade students in Denmark. "Use your head in traffic" was developed in 2019 and "The truck caravan" was developled in 2013. Both campaigns have been improved during the years to develop the concept since we believe in continuity and repetition. Participants: 400 young people participate in "Use your head in traffic". each year. 3,000 children participate in The truck caravan each year (however, during corona the number of participants has been fewer). All three campaigns involve our communication and marketing department, and campaign project manager Malene Vitus is also the media/press spokesperson. All three campaigns involve and rely on a number of our member companies. They make their trucks available for the campaigns in order for us to teach the pupils, when they get inside the truck and experience the size of the truck and the critical zones, when it comes to the driver's view. We use self-developed education material for the pupils and collaborate with the Danish council for traffic safety, the police and other business partners to create as much impact as possible. We also collaborate with actors, who act as moderators, when we visit schools. This goes to get the important messages through. That can be via music, dance or inspiring ways to present accident statistics. We also invite road accident victims in a wheelchair to tell their own stories to show how your life can change dramatically even if you are only off guard for a moment. A visit from "The Truck Caravan" or "Use your head in traffic" is free of charge. Let's use "The truck caravan" as an example. Here, the school children already know the main character, the story and the songs in advance, as all the material is available online to all children/parents/teachers at the main character Magda's 'private' website (songs, books, colouring book, maths paper etc.) The main character, Magda, who is a female truck driver (played by an actress) introduces the children to trucks and safety. She talks about why trucks drive on the roads and how they take up a lot of space, what they are transporting (everything from swimming pools and schoolbags, to cucumbers and computers). The show ends with two songs, the message of which is 'Stay behind the truck' and celebrating that nobody was harmed in traffic. The lyrics are based on Danish humour and are specially-written for the target audience. After the show, once the children have finished dancing and discussed road safety with the main character, they are all given green reflective vests with a cool logo particularly designed to the campaign to encourage them to use them after the show. The trucks await in the schoolyard. Each child is able to climb the steps to the truck driver's seat and see the view from the cabin. On the front right side, there is a red circle which indicates the critical zone that the show has taught the children to stay out of. In the schoolyard, we will also be checking the children's bicycles and talking about vulnerable road users. There are exercises aimed at the target groups: other- activities are "Knowledge of road signs", "Build your own LEGO truck and play/drive/use the knowledge you have gained" and "Does a helmet work?" (illustrated with eggs) and there will be a break, during which they can 'climb' the trucks and bring their bicycles inside the trailers. There is a complete "plug 'n' play" campaign guide for teachers, allowing them to implement the campaign into class teaching. The guide contains activities for the various school subjects (Danish, art, maths etc.) Each class that is visited by the Truck Caravan will be given a set of books, posters and teaching guide, free of charge.
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Defective tyres are a serious risk to all road users. Road accidents and indeed tragedies can be avoided if vehicles are roadworthy and tyres are a major contributory factor in ensuring the road worthiness of a vehicle. The RSA Fatal Collisions 2008-2012 for Ireland report identified "the condition of tyres accounted for almost two thirds of the 101 vehicle factors cited as contributory to a collision". Defective tyres were very prevalent as a factor in single vehicle crashes (74%). Over half of the tyres on the 66 vehicles with defective tyres were excessively/dangerously worn, 11% were underinflated, some dangerously low. Of collisions that had tyre quality as a contributory factor, the majority of defective tyres were on cars (84%)- (6%) motorcycles. The Irish Tyre Industry Association is committed to playing our part addressing road safety challenges in the area of tyre safety by -Promoting tyre safety awareness through public campaigns. Offering our industry experts for guidance in this area to key stakeholders - Ensuring best in class standards in the tyre industry. Our objectives were: To conduct a public awareness campaign on tyre safety that would engage the public and encourage them to check their tyres. To highlight the dangers of driving with defective tyres. To educate the public on all aspects of tyre issues - tread depth, tyre pressure - looking for defects. To educate the public on their legal obligations in relation to safe tyres. To engage our members in a campaign of promoting tyre safety. Our primary audience is the general public - all those that are driving a vehicle either domestically or commercially. Our secondary audience is the membership of ITIA to promote tyre safety to the general public.
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In 2020, 610 people died in traffic incidents in the Netherlands, half of them being cyclists. In 68% of traffic accidents distraction was the main cause. The usage of the mobile phone is one of the largest 'distractors'. Interpolis has a mission to eliminate traffic accidents by 2050. 77,6 percent of teenagers uses their phone on their bike. Focus groups with teenagers show that they don't realise the danger of using their phone on the bike. Moreover, research shows that they will copy this behavior when they start driving a car so there's a need to change attitude and behavior. So how do you reach teenagers who are addicted to their phone, specifically 14-17 yrs old, as they are the high risk group? And to take it a step further, how can we make them embrace a message about safety rather than reject it? Research by research company TeamAlert, assigned by Interpolis, showed us: - Teenagers (14-17 years old) are not sensitive to facts, especially when they come from 'adult' parties (e.g. insurance companies). - Teenagers are sensitive to stories from their peers. That makes it real. Therefore, YouTube and Instagram are best for safety messaging to reach teenagers - Collaborations with influencers are only effective when it's truly spot on. Teenagers are critical towards collaborations with brands. - To change behavior, it's crucial to also reach parents as conversations between teenagers and their parents is a key driver to change behavior. So, the issue should come to life from within teenagers' culture, especially through YouTube and Instagram. The most embraced culture with teenagers is Dutch hiphop, with artists seen as hero's that they listen to. But it should also touch parents and create a common ground to spark a conversation between them. To reach teenagers and parents, we created an emotional story that's recognizable to both: a first big love with all its thrills. But in this case with a sudden unhappy end, similar to reality that accidents always come out of nowhere with often terrible consequences. The story is told in a music track and a music video by one of the most popular Dutch hiphop artists and influencers, who is able to authentically carry this message. The story is based on real personal stories as research shows that stories from peers of the same age are effective in getting the attention of teenagers. The background stories are covered in a documentary. Finally, we introduce an app to help young cyclists to use their smartphone in a safe way: PhoNo. The previous app by Interpolis for smartphones and car safety, showed users make 20% less damage claims than non-users in the same risk profile. The goal was to spark massive (social) conversations between teenagers about the risks of using their smartphone on their bike. And make sure that they downloaded the PhoNo app to start cycling without distraction. Targets are: 1. Teenagers 14-17 years old and 2. Parents (to discuss the subject with their children).
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The risk potential on German roads remains high: Even in 2020 with less traffic due to the Covid-pandemic, the police counted 264,000 traffic accidents with people injured or killed . Improvements have been scarce and the numbers have been stagnating over the last decade. Especially in cities, this trend is due to increased traffic volume, new means of transport (such as pedelecs, small electric vehicles) and distraction when driving. Dangerous situations are often misjudged or not recognized on time. The goal of EDDA+ (acronym for "Early Detection of Dangerous Areas in road traffic using smart data", German: FeGiS+) is to identify risks in road traffic at an early stage to avoid collisions by means of timely warnings or preventive measures. We want to achieve this by making better use of existing safety-related data and tapping into new data sources, thus contributing to better road safety. On the one hand, the EDDA+ information is to be incorporated into intelligent applications for road users to provide timely warnings of danger zones and to indicate safe routes in terms of roads, cycle paths and footpaths. On the other hand, this continuously updated data is to be compiled on a platform and made available for the first time throughout Germany to those involved in road safety work such as local authorities, police, science, engineering offices, navigation providers and car manufacturers for road safety and prevention work.
One of the major challenges in road safety that we are facing in Romania is the high number of victimization among young passengers (group age 0-14) and main reason why this is happening is the low rate of utilization of child restraint systems (only 26% of children passengers are transported in an age-appropriate child restraint system). Data was obtained through an observational study that we made last year and presented at TUV Conference :Protection of Children in Cars - December 2020. We want to address this challenge by educating future parents and parents as well as children from primary schools and kindergartens regarding correct way of travelling as young passengers as well as by increasing public awareness on this topic by a strong and constant PR campaign promoting child restraint systems and seat-belt use. Decreasing the incidence of serious road accidents in Romania involving child victims is the aim with a target of 0 deaths by 2030, in accordance with Vision Zero, the ambitious European traffic safety project, and to increase the use of car seats from 20% as it is currently to 70% by 2025. We target parents, caregivers, children.