MOBILITY AND TRANSPORT
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 
The main target group included employees and partners of the Road Administration to raise their awareness on changes involved in introducing a road traffic safety programme based on Vision Zero. At the same time, we also introduced the new approach to the whole Estonia via social media, through opinion pieces and the Opinion Festival.

Organisation details

Please describe the main road safety challenges/problems you have addressed or are addressing. 
At the time, when the new traffic safety strategy for 2016–2025 was being prepared based on Vision Zero, we understood that a regular person does not see how the new approach is better or how it would make our traffic safer. In that regard, we wanted to create a short film introducing Vision Zero in order to explain the concept and what it will involve for all the related parties.
What are your objectives? 
To spark discussion in society on how we could save our traffic and what everyone could do to contribute.

Project activities

List the actions you carried/are carrying out 
Date 
Tuesday, 1 March, 2016 to Sunday, 2 October, 2016
Name of action 

The main actions for spreading the message:Creating a video (you can watch it here: https://www.youtube.com/watch?v=AEKk9ysZQtg)Ordering reflectors to be distributed at different events, carrying the message “Every traffic-related death can be prevented”. These were distributed at all events related to traffic safety.Publishing opinion pieces on mainstream media.Carrying out a social media campaign, where we encourage people to express their opinion on how to make Estonian traffic safer.Discussion of changes involved with Vision Zero at the Opinion Festival.

Evaluation

What has been the effect of the activities? 
On social media, the Vision Zero video was viewed 194,000 times and shared 1,550 times, and close to 500 people expressed their opinion on how to make our traffic safer. We published 4 opinion pieces, covering all the major and most popular Estonian newspapers. At the Opinion Festival, traffic specialists took the floor and their discussion reached the social and news media as well.
How have you shared information about your project and its results? 
The film was used as an introductory performance at different events (seminars, conferences, briefings, meetings, etc.), whose audience consisted of regular citizens, representatives of local governments, journalists and other cooperation partners. To remind them of the video, reflectors were handed out to the audience. In addition, we share the animation videos on the Road Administration’s website, YouTube, Facebook, etc. We also managed to publish opinion pieces in the most common newspapers in Estonia and started the discussion there.
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