Good practice submission

Initiative details

Describe the characteristics of your target audience

During this project, we addressed our messages and project product to the kids under 11 years that travel in the same car with their parents.

Organisation details

Automobil Clubul Român (Romanian Automobile Club)

Please describe the main road safety challenges/problems you have addressed or are addressing.

Romania has almost the highest number of car accidents in EU. According to 2014 statistics, over 1800 people died and over 32.300 people have been seriously injured in traffic accidents making Romania one of the countries with the highest number of accidents in European Union. Most of these accidents involve parents and kids traveling in the same car. Main cause of the accidents: high speed and careless driving. As there are no so many innovative initiatives for road safety education and driver awareness, ACR wanted to help in decreasing the number of accidents involving kids and also to educate the drivers on the speeding issues. We wanted to create an innovative and intelligent speed assistance with focus on both kids and parents that travel in the same car.There were no road safety initiatives to promote responsible driving among Romanian parents. There are many driving apps in the market dedicated to traffic efficiency (see WAZE) but the researches show the apps are in fact used to disclose the position of traffic police cameras so the drivers can avoid being caught speeding and violate the traffic rules. Other apps promoting safe driving in general have minimum awareness rate. At the moment we started our innovative project, there were no apps in the world to promote responsible driving among the parents with the help of the junior passengers.

What are your objectives?

Identifying the technical solution for the Junior Copilot App

Configuration of an interface that is appealing to kids, setting up the wireframe

Develop the App

Record voices for the audio parts on the App

To identify all possible bugs plus test the app

Launching the app

Creating a site for promoting app and campaign

Conducting a promotional and awareness campaign.

Project activities

List the actions you carried/are carrying out

Date

Friday, 15 January, 2016 to Thursday, 15 December, 2016

Name of action

Identify the technical solution for the Copilot AppConfigurate an interface that is appealing to kids, setting up the wireframeDevelop the AppRecord voices for the audio parts on the AppTo identify all possible bugs plus test the appLaunching the appCreating a site for promoting app and campaignDeliverablesMr. Bear Driver app available for Android and IOSCreating a live site of the application: www.plimba-ursul.ro

Date

Wednesday, 1 June, 2016 to Thursday, 15 December, 2016

Name of action

Inform the target consumer (families with kids, kids)Promotion CampaignDeliverablesA promotion campaign29.671 app downloads, 101.500 game sessions, 909.554 screen views, 11,22 screens/session, 00:10:18 average duration session and 33,30 % new sessionsA facebook page with 6641 (on 14 December 2016) likes and weekly promotions with new articles58 articles on Romanian newspapers, websites, blogs.6 prime time broadcastings19 articles on international newspapers, websites, blogsA pre-launch promotion video (0:22 seconds)A case study video (2:15)Visuals, flyers, roll-ups, facebook promotion and visuals

Date

Friday, 15 January, 2016 to Thursday, 15 December, 2016

Name of action

Ensuring administrative activities and the development of the applicationDeliverablesAdministrative activities, meetings and presentations organized, press monitored, participation in different indoor and outdoor events, TV and radio broadcasting, purchasing activity organized

Date

Friday, 15 January, 2016 to Thursday, 15 December, 2016

Name of action

Project managementProject consultingDeliverablesA very well managed project

Evaluation

What has been the effect of the activities?

The evaluation of the project success was based on the outcomes that we achieved during implementation. First of all, we conducted an evaluation of our partner that developed the app, based on the project objectives and their deadlines. The evaluation has been also based on the number of users (app downloads) and how the mass media presented our innovative project. The project received a positive and independent evaluation from FIA.

How have you shared information about your project and its results?

Please find below the dissemination means and the outcomes we achieved during the dissemination process:The application Junior Co-pilot (Plimba Ursul) is available, for free, on Google Play and Appstore for both Android and IOS.29.671 app downloads, 101.500 game sessions, 909.554 screen views, 11,22 screens/session, 00:10:18 average duration session and 33,30 % new sessionsA live website www.plimba-ursul.ro in RO and ENA facebook page with 6641 (on 14 December 2016) likes and weekly promotions with new articleshttps://www.facebook.com/jocplimbaursul/?fref=ts58 articles on Romanian newspapers, websites, blogs.6 prime time broadcastings19 articles on international newspapers, websites, blogsA pre-launch promotion video (0:22 seconds)A case study video (2:15)Visuals, flyers, roll-ups, facebook promotion and visualsThe innovative aspect of this project was promoted not only in Romania, but also abroad in international newspapers, websites and blogs, including FIA website. - over 9000 slowdowns recorded and counting. - 25% of Romanian population reached by the safety message (according to the Romanian Association for Audience Measurement)- 400k earned media- the game is now also implemented in Portugal by the name of “Boris o Condutor”, through the “Automovel Club de Portugal” (Automobile Club of Portugal) and could be easily implemented, at low costs, on other European countries, through national automobile clubs. Other automobile clubs from EU countries showed interest in acquiring the application for implementing it in their countries.

How many people did you reach/have you reached?