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).