European Road Safety Charter
Good Practice

Safe Highway social campaign

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Safe Highway social campaign

Initiative details

Describe the characteristics of your target audience 
During our campaign we carried out 21 events for whole families. We were visited by people during their journeys: seniors, adults, teenagers as well as school kids and toddlers. We provided activities for all groups of visitors. We directly educated around 10 thousands people by mini courses of...

Organisation details

Karolina Mulhern<br><br>Compensa Towarzystwo Ubezpieczeń S.A. Vienna Insurance Group<br>Compensa Towarzystwo Ubezpieczeń na Życie S.A. Vienna Insurance Group<br>Al. Jerozolimskie 162, 02-342 Warszawa<br>Phone: +48 22 570 85 61, Mobile: +48 519 025 820<br>Email...
Please describe the main road safety challenges/problems you have addressed or are addressing. 
85% of Polish drivers cannot drive properly on highways. They are unable to create a rescue lane in case of a car crash and 80% of drivers declare that they cannot administer first aid. What is more, one of the highest death rate in Europe per 100 accidents was reported in Poland: 8.9! (the lowest death rate was in Germany: 1.1). That is why along with Centrum Bezpieczeństwa Ruchu Drogowego (Road Safety Centre) we carried out social campaign for improving highway safety. Our modus operandi was not to criticise but to teach drivers how to travel on highways, enabling them to reach their destination safely. <br><br><br><br><br>
What are your objectives? 
GOAL: Creating a safe highway by educating drivers about the correct rules of driving on highways
GOAL: To supply Compensa employees, drivers and highway services with essential knowledge and skills
GOAL: To perceive Compensa as a road safety patron

In the 3rd quarter of 2017 and throughout the year 2018 Compensa along with Centrum Bezpieczeństwa Ruchu Drogowego (Road Safety Centre member of ERSC) conducted 1st edition of the social campaign "Bezpieczna Autostrada" ("Safe Motorway"), the main purpose of which was to increase safety on...

Project activities

List the actions you carried/are carrying out 
Sunday, 1 October, 2017 to Monday, 1 January, 2018
Name of action 

29 full day practical trainings concerning first aid for Compensa employees.

Friday, 26 January, 2018 to Sunday, 28 January, 2018
Name of action 

1st distribution action of educational materials at entrance gates of motorways during beginning of school winter holiday.

Saturday, 28 April, 2018 to Sunday, 2 September, 2018
Name of action 

20 events in Rest and Service Areas (RSAs) + pilot event conducted on 24th of September 2017

Saturday, 28 April, 2018 to Sunday, 2 September, 2018
Name of action 

Contest for drivers on the campaign's website

Thursday, 1 November, 2018 to Sunday, 4 November, 2018
Name of action 

2nd distribution action of educational materials at entrance gates of motorways during long November weekend.

Saturday, 6 October, 2018
Name of action 

Full Day Safe Driving Course for winners of Drivers competition conducted on website as well as employees of Compensa who received the highest score in the internal test of “1st aid and safe highway driving knowledge”

Sunday, 1 July, 2018 to Wednesday, 31 October, 2018
Name of action 

10 full day practical trainings courses concerning first aid for key stations employees on motorways, as well as for motorway service employees. Additionally, the aformentioned stations were equipped with professional first aid kits.


What has been the effect of the activities? 
We expected and reached following results:1 expected result: Improvement of drivers' awareness on highways- Distribution of over 365,000 materials- Safe drivers communiity with 500 members- Direct education of 10,000 people2 expected result: Improvement of drivers' awareness on highways- First aid mini courses for 10,000 people- 500 Compensa employees- 155 highway service employees3 expected result: Association of Safe Highway campaign with Compensa, improving the image of the company, publications in media- 10,826,534 people heard at least once SH clip in radio; 9117966 – 3 times; OTH 14- 13,500 UPV of RMF contest website- 730,550 UU of videos on Onet- 121,602 UU of articles on Onet- 10,000 people participated at our events at rest stops
How have you shared information about your project and its results? 
Promotion of the campaign and its results in media, on the campaign website. The Safe Highway social campaign was also published in the report of Responsible Business. Good Practices 2018.
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 and after the intervention
How many groups did you evaluate/have you evaluated? 
Number of interventions groups 
Number of control groups 
Please list the indicators you use to measure success 
Educational materials distributed among drivers and their families
Trained Compensa employees
Trained employees of highway services
Members of Safe Drivers Community
Children reached via events
People reached by media campaign
Participants of events
Please describe the evaluation tools you use (i.e. surveys, interviews, focus groups, etc.) 
Keeping statistics on distributed materials, participants of events and trainings
Google analytics
Media statistics

Supporting materials