European Road Safety Charter
Good Practice

Good practice submission

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Good practice submission

Initiative details

Describe the characteristics of your target audience 
A lifestyle characterised by risk behaviour is most common among men in the age group of 18–34 years, while the wider target group is at the age of 16–45.

Organisation details

Please describe the main road safety challenges/problems you have addressed or are addressing. 
Since 2003, when the national road traffic safety programme entered into force in Estonia, more than 1,700 people have lost their lives in traffic. The issues range from exceeding the speed limit, extraneous activities behind the wheel, and fatigue to misuse or failure to use safety equipment. Topics of these preventive TV clips have high priority in all the aforementioned strategies. According to the data from 2016:• 71% of drivers engage in extraneous activities behind the wheel;• 54% of respondents exceed the speed limit while driving in a built-up area, and that indicator has not changed significantly over the last few years;• 20–25% of traffic accidents result from the driver’s fatigue;• 97% of front-seat passengers use the seat-belt, while its use is decreasing among back-seat passengers – only 71% of adult passengers fasten their seat-belts.
What are your objectives? 
Measurable objectives included changing people’s attitudes and involvement of people through large viewer numbers, shares and comments.

Project activities

List the actions you carried/are carrying out 
Monday, 1 August, 2016 to Wednesday, 1 March, 2017
Name of action 

To support our cause, the Road Administration ordered four preventive clips: speeding, extraneous activities, fatigue, safety equipment to be used at training courses, seminars, conferences, meetings, but also in the public media in order to harmonise the population’s knowledge regarding traffic safety. We involved the well-known and popular Estonian rapper Reket to explain the difficult and yet wide-known topics in an easily understandable audiovisual language.  In cooperation between the Road Administration, the famous rapper and the advertising agency, we prepared video clips that were broadcast on Facebook, YouTube and in different larger cinemas across Estonia before the beginning of film sessions.You can watch the clips in Estonian here:speeding: (published in late March 2017);extraneous activities: safety equipment:


What has been the effect of the activities? 
The campaign targets were 100,000 views per clip on the Road Administration’s Facebook page and 10,000 views on YouTube. Both targets were met. On Facebook, we exceeded the target by two or three times per clip and on YouTube, we exceeded it by three or four times per clip. According to the cinema statistics, one preventive clip reached at least 200,000 viewers at 2,500 sessions on the average.
How have you shared information about your project and its results? 
The main output used was social media (Facebook), where we can reach the largest audience with the widest demographic profile. In addition, we used YouTube advertisements and larger cinemas.
How many people did you reach/have you reached? 
Who carried/carries out the evaluation activities? 
Internal evaluation
When did/will you carry out the evaluation? 
Before, after and continuous monitoring