Please describe the main road safety challenges/problems you have addressed or are addressing.
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).
If you work together with external partners, list the most important partners and briefly describe their role.
1. TeamAlert - research into the target group and part of the concept development of the PhoNo app 2. Wefilm - concept, strategy and production of the musicvideo and mini documentary 3. Snelle, artist, and his music label ROQ'NRolla Music - creating the song and content and delivering it to the target group through their channels. 4. Purpl - development of the PhoNo app.
Please describe the project activities you carried/are carrying out and the time period over which these were implemented.
Overall: 2019 - Q3 Research the problem and find a good solution in cooperation with youngsters - Q4 Build the solution (PhoNo app) together with youngsters - Q4 Preparation of the introduction of PhoNo 2020 - Q1 Introduction campaign PhoNo and gaining massive reach, a number one hit song in the charts and lots of free publicity. Campaign 2020 'Snelle': We searched for an artist who could tell this serious message authentically. That led us to rising star Snelle. Snelle asked his social following for real stories of accidents caused by smartphones, generating over 500 reactions. We selected 10 teenagers for a round-table discussion with Snelle and our film director. This gave them the inspiration to write the track and script together. We captured the whole process in a mini-documentary. After testing it on Instagram, we launched the music film on Snelle's YouTube channel, the track on Spotify, mini-documentary on the Interpolis YouTube channel, and organized an event where press, fans and industry professionals where invited. Finally, while the issue and artist were hot, Interpolis activated teenagers to try the app and participate in a challenge. The user who rides the most kilometres using the app wins a classroom concert by Snelle. - Q4 Scientific experiment on interventions in schools concerning PhoNo 2021 - Q3 Promoting PhoNo in various situations (Beach Clean up tour SDN/in schools/online activation).
Wie wollen Sie vorgehen? Führen Sie die Maßnahmen auf, die Sie durchführen möchten: