Please describe the main road safety challenges/problems you have addressed or are addressing.
There were 1,459 traffic accidents with human victims in Estonia in 2016, in which 71 people were killed and 1,821 injured. The number of accidents, deaths, and injured persons has not changed significantly since 2010. Engaging in traffic has become too self-evident to Estonian road users and they fail to apprehend surrounding dangers. Among its communication activities, the Road Administration holds large prevention campaigns every year, which demonstrate correct traffic behaviour. Moreover, daily prevention work is carried out throughout Estonia among children as well as adults. However, Estonians still do not understand that even though there are several factors contributing to the serious consequences of each specific traffic accident, the primary responsibility lies on the road user. In view of accident prevention, it is important that road users understand the significance of traffic rules and that they act in a responsible and considerate manner towards other road users.
What are your objectives?
make the attitudes and behaviour of adult road users safer
explain and remind the reasons behind safe traffic behaviour
explain to people why and how traffic accidents happen
explain and justify the essence of traffic rules and how they benefit road users
supporting road users in coming to terms with unfamiliar and inconvenient yet safe solutions
What has been the effect of the activities?
We are monitoring the viewing figures of ‘Red Second’. The viewing figures of the programme were constantly among TOP 15. The number of viewers was around 60,000-82,000 viewers across different episodes. We consider it a great result because we managed to create an explanatory and educational programme in cooperation with the production company. In this time of information overload, viewers are used to being entertained and it is thus quite a challenge to get them to watch a programme where it is necessary to think along.
How have you shared information about your project and its results?
“Red Second” programme was broadcasted during prime time on the most popular television station in Estonia. It was repeated during weekends when also a lot of people watch television. Moreover, the independent Estonian technology and traffic portal www.accelerista.com offered media support to ‘Red Second’ during its first season. Exciting topics were discussed on the basis of the programme every week in cooperation with the Road Administration and the production team. Many difficult issues were thoroughly explained and clarified. Accelerista created an independent page for the programme which included all of the most important traffic topics.
How many people did you reach/have you reached?
Who carried/carries out the evaluation activities?
When did/will you carry out the evaluation?
Before, after and continuous monitoring
Please list the indicators you use to measure success
monitoring the viewing figures