MOBILITY AND TRANSPORT
European Road Safety Charter
Good Practice

Good practice submission

  1. Malti
  2. English

Good practice submission

Organisation details

Please describe the main road safety challenges/problems you have addressed or are addressing. 
As part of its strong commitment towards society, the Spanish Brewers Association (Cerveceros de España) was seriously concerned about the situation of traffic accidents related to drink and driving and decided to start in the year 2000 a campaign to communicate the importance of responsible drinking while driving and pointing out that alcohol-free beer is a safe alternative.The SIN RIDERS were born to create awareness about drinking and driving and in case you want to enjoy a beer, choose a non alcoholic one. We never say “drink it”, we present the non alcoholic beer as an alternative.
What are your objectives? 
Our main goal is to increase the awareness of the incompatibility between drinking and driving, and in case you wish a beer, choose a non-alcoholic one.

Project activities

List the actions you carried/are carrying out 
Date 
Wednesday, 1 January, 2014
Name of action 

The SIN Riders campaign was born in 2014, but potentiated in 2015 with new notorious actions. In order to impact consumers in a direct way, the SIN riders rode more than 6,000 km and stopped in more than 50 cities countrywide in the summer of 2015, when road travelling increases. During this summer tour, they approached consumers with awareness messages and information about NAB. Motorcycle concentrations were organized, involving local riders in events with live music.They approached consumers with awareness messages, information about NAB and invited the public to have a NAB. To generate coverage during the road trips, press presentations were organised in the main Spanish cities, with a kick-off press conference in Madrid. Presentations were visual and inspiring to attract the media’s attention. The riders and their motorbikes joined public local institutions in emblematic outdoor places in each city. The media campaign was supported by a digital campaign on YouTube.Also, in order to potentiate the initiative, a website was created where the SIN Riders explain the adventures of their journey and invite drivers, associations and motorcycle clubs to join them. This site has been a very useful channel to communicate the campaign values in an appealing way through videoblogs, routes and advices. Profiles in Facebook, Twitter and Youtube were opened to spread the messages and consolidate the target audience.The SIN Riders campaign achieved a strong institutional support. Presentations in cities received the support of local traffic authorities and City Hall representatives of transport and road safety.

Evaluation

What has been the effect of the activities? 
The SIN Riders’ awareness activities impacted on 4,000 consumers in more than 100 cities. More than 593 news items were generated nationwide, reaching an audience of more than 81 million and a communication value of € 3,950,030 (100% positive coverage). Facebook was created on May 2015 and by December, the number of likes was incremented in up to 13,000, creating an average engagement rate of 12% (40% while on tour). More than 15 institutions from the private and public sector backed up the initiative, such as the National Department of Traffic. Motorbike clubs and institutions requested to join the initiative.
How have you shared information about your project and its results? 
The SIN Riders was designed as a CSR campaing, that generated curiosity and interest and was very well received by consumers. Motorcycle concentrations were replicated in different cities with word of mouth great success, but most importantly covered by both national and regional media. TV’s, radios and newspapers were crucial to spread the messages: drinking and driving are not compatible. The Madrid kick-off event was covered by the 4 main national TV channels and this specific action reached an audience of 34 million Spaniards. Our fourteen allies also are a great help to distribute the campaign through their own channels.
How many people did you reach/have you reached?