MOBILITY AND TRANSPORT
European Road Safety Charter
Good Practice

Good practice submission

  1. Eesti
  2. English

Good practice submission

Initiative details

Describe the characteristics of your target audience 
Parents, typically between 30 and 40, of primary school aged children who will be aged between 4 and 11. Conscientious parents, mummy bloggers, active women and men.

Organisation details

Please describe the main road safety challenges/problems you have addressed or are addressing. 
BRIDGESTONE UKRoad safety outside UK primary schools
What are your objectives? 
Encourage motorists to slow down outside primary schools across the UK
Encourage pedestrians / parents /children to be more careful on their way to schools
Position Bridgestone as experts in road safety and a leading voice in the industry

Project activities

List the actions you carried/are carrying out 
Date 
Sunday, 14 September, 2014 to Wednesday, 17 September, 2014
Name of action 

Commission research with 1,000 Primary School parents through YouGov survey specialists and team up with road safety charity Brake.

Date 
Thursday, 18 September, 2014 to Tuesday, 14 October, 2014
Name of action 

Write relevant press releases using the results as a basis. Then communicate results through variety of media channels, including broadcast, print and online media outlets.

Date 
Monday, 1 September, 2014 to Sunday, 30 November, 2014
Name of action 

Distribute high visibility safety vests to a number of schools across the UK, as arranged with road safety charity Brake

Evaluation

What has been the effect of the activities? 
By the amount of press coverage generated and clicks through to the Bridgestone UK website
How have you shared information about your project and its results? 
Through equivalent advertising value and audience figures from media results
How many people did you reach/have you reached? 
Who carried/carries out the evaluation activities? 
External evaluation
When did/will you carry out the evaluation? 
After the intervention
Please list the indicators you use to measure success 
A return of investment score will be created, determining how much the press coverage of this campaign was worth, in correlation to the money spent on the campaign as a whole.
Please describe the evaluation tools you use (i.e. surveys, interviews, focus groups, etc.) 
Kantar Media Monitoring Service to determine where the campaign messages appeared, and subsequent impact, mindshare and positivity ratings created on the back of this.