Please describe the main road safety challenges/problems you have addressed or are addressing.
Health and Safety constitutes a core value and an absolute priority for HERACLES Group of Companies. The development of a culture of personal accountability for Health & Safety at all levels and throughout the entire organization is a basic element of the Group’s ongoing and future governance. The company focuses on transport and road safety which is considered to be a critical pursuit and a major commitment to achieve.In particular, transport and road safety for the in house drivers and external contractors is a strategic priority; given the fact that HERACLES Group occupies more than 600 professional drivers as well as road traffic injuries is a leading cause of death at a global level. It is worth noting that road accidents are responsible for 70% of fatal accidents at LafargeHolcim, the parent company of HERACLES Group. Also, according to the Hellenic Statistical Authority, more than 800 road accidents were fatal in Greece. Additionally, HERACLES Group took into consideration the challenges of addressing the target group of professional drivers; that are the nature of their work (there is no standard workplace, they have strict deadlines to follow, the target audience is spread throughout the country) and the broader working environment (the current condition of the road network in Greece, the decisions of the Council of State with regards to the shared responsibility of professional drivers for road accidents). At the same time, the company acknowledged the fact that a conventional information campaign would neither attract the drivers’ attention nor engage them. It also recognized that formal written speech via information leaflets/posters/booklets etc is not impactful, while the evolution of the technology constantly creates new means of communication. Lastly, HERACLES Group explored different awareness raising campaigns regarding road safety that have already been carried out and discovered that interactive campaigns in the digital environment have never been implemented in the broader sector where the Group operates.
What are your objectives?
Remind the rules of proper driving behavior
Educate the target audience in accordance with the road safety culture of LafargeHolcim, the parent company of HERACLES Group
Encourage and inspire the professional drivers to be personally accountable
Design an interactive campaign that engages the participants
Produce measurable results with regards to the participants' engagement