European Road Safety Charter
Good Practice

Fundación MAPFRE #NotNow initiative

Fundación MAPFRE #NotNow initiative

Initiative details

Organisation details

Fundación MAPFREÁrea de Prevención y Seguridad VialPaseo de Recoletos 23, 4ª planta28004 - Madrid - SPAIN(0034) 91 581 61
Please describe the main road safety challenges/problems you have addressed or are addressing. 
The risks of using the mobile phone while driving. Distractions while driving multiplies by 23 the risks of having an accident.
What are your objectives? 
To raise awareness about the danger of using the phone while driving.
To get as many answers to the poll as we could.
To impact as many people as we could within the #NotNow #SpeakUp campaign, supporting the UN initiative and trying to get other Road Safety agents involved.
Within the framework of the V Road Safety Week promoted by United Nations (UN) we decided to focus on a problem against road safety: the distractions. And specifically, the distraction caused by using the mobile phone while driving. To participate on the UN Road Safety Week we launched a survey to know in deep what the people think about this issue and how they think the authorities need to manage a solution. We decided to develop a poll for Facebook and Twitter where we asked about which one of the four different options people think that would be the most effective one to achieve this problem. The poll was available during 7 days (from April 2nd until April 9th) and with the most voted answer (more awareness campaign) we develop our own awareness campaign: #NotNow, directly related to the #SpeakUp UN initiative. We've gave voice to the people in order to ask for a change in this matter. The poll was published in Spain, México, Brazil and USA, and shared by our colleagues in 15 more different countries. Once we've get the results, we designed the gap suggested by UN and we asked our colleagues in MAPFRE all over the world to sum up to the awareness campaign and published their photos with the claim of the initiative: in Portuguese was "Eu não utilizo o telemóvel, e tu?"; in Spanish was "Yo no llamo, ¿y tú?"; in English the message was "I don't call, what about you?", etc.We got people involved on the awareness campaign all over the world, from Philippines to Argentina, Honduras, USA, Puerto Rico, Germany, Turkey... We published a video for sharing the campaign results through Fundación MAPFRE's YouTube oficial channel. (Links below)

Project activities

List the actions you carried/are carrying out 
Tuesday, 2 April, 2019 to Tuesday, 9 April, 2019
Name of action 

Poll for Facebook and Twitter.
We made a poll for Facebook and Twitter where we asked this question:
"Talking on the phone multiplies by 4 the risk of an accident. Which one of these actions do you think that would be the most accurate?
A. Calls no longer than 2 minutes (using the Bluetooth authorized devices)
B. More sanctions or fines.
C. More awareness campaigns.
D. Involve carriers.

Tuesday, 7 May, 2019
Name of action 

Results presentation at the OISEVI General Assembly.
We presented the results of our initiative in front of the public attending the event that took place in Madrid, May 6th - 8th. Between the atendees there were representatives from UN, from the Spanish Directorate-General for Traffic, from the World Bank and from many other private and public entities from all Latin America, all of them related to road safety.


What has been the effect of the activities? 
We measured the impact of the poll and its results using Facebook Insights and We love ROI, obtaining: 9,378,980 impressions, 95,970 interactions and 21, 092 answers.
How have you shared information about your project and its results? 
Through the UN Road Safety week web site.<br>Through our social media channels.<br>We've presented the initiative and its results at the OISEVI General Assembly that took place in Madrid, May 6th - 8th
How many people did you reach/have you reached? 
Please list the indicators you use to measure success 
21,092 people directly answered the poll.

Supporting materials