The document summarizes a road safety campaign in Ukraine focused on reducing speeding. It developed a "face to face" campaign targeting male drivers ages 30-45 using billboards, posters, and radio/TV ads. Research found speeding was a key safety issue. The campaign aims to raise awareness of speed's dangers and consequences through messages about the value of human life. It will use a multi-media approach, including tested creative concepts, to communicate the message "Don't rush! Keep your life!" across various media. The campaign is a partnership between the Ukrainian government and consulting firms.

1. Road safety campaign on speed
‘face to face’
In the framework of the implementation of Task 6 of the Project:
Modernization and Safety Improvements of the Road Network
in Ukraine – Technical Assistance
EIB - TA2015013 UA EST
PREPARED BY:
November 2016

2. BACKGROUND
The consulting company Egis International in the framework of Technical
Assistance „Modernization and Safety Improvements of the Road
Network in Ukraine” EIB - TA2015013 UA EST
for the Ministry of Infrastructure Ukraine developed the first complex
social campaign on road safety for Ukraine.
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance

3. BACKGROUND
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
 New road design standards
 Analysing road crashes, black spots management
 The infrastructure safety management procedures
 Enhancing and developing Ukravtodor’s capacity
but not only…..
 Good roads must be properly used…
Safer Roads by

4. PREVENTING ROAD CRASH INJURY
A wide range of factors contribute to road crash injury
roads
vehicle trauma care
road
user
Human
behavior
factors are
involved in
80-90% of
crashes
WHY CAMAPIGN?
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance

5. 5 E’s:
► Education and awareness campaigns
► Enforcement
► Engineering
► Emergency
► Evaluation
Effective RS Policy is Coherent RS Policy
WHY INTEGRATED ACTIONS?
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance

6. Behaviours that most often contribute to occurrence
and severity of road crashes:
► Speeding
► Driving under influence ( alcohol, drugs, medication)
► Lack of restraint systems (seatbelts, child seats)
► Distraction (mobile phone usage, fatigued)
► Protection of vulnerable road users (pedestrians, cyclists,
motorcyclists – visibility, head protection)
Key Risk Factors
WHY SPEED?
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance

7. higher average speeds are directly related to:
 likelihood of a crash occurring
 severity of the consequences of the crash
Speed
WHY SPEED?
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance

8. 8 © 2016 Ipsos.
KEY RESEARCH FINDINGS

9. Talking on
mobile
Drinking and driving
Non-compliance with
speed limits
(speeding, risky
driving)
Failure to comply with
traffic rules by
pedestrians and drivers
(driving / go through a
red light, do not miss a
pedestrian,
crossing the road in the
wrong place, etc.)
The lack of control over the
observance of traffic rules
and penalties
Poor quality of
pavement, poor road
markings, problems
with synchronization of
traffic lights at
intersections, hard to
see road signs, the old
model of traffic lights -
hard to see the signal
9
7
4
3
1
2
Don`t use seat belts,
child car seats
5
6
8
Lack of mutual
politeness/attentiveness
The behavior of
taxi drivers, taxi
drivers, parking
and stopping in the
wrong places (near
pedestrian
crossings)
QUALITATIVE SURVEY
Speed was considered a
key issue in road safety in
Ukraine, in Qualitative
study.
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
ROAD SAFETY – OVERALL PERCEPTION

10. Drivers and pedestrians are equally positive about higher standards and new
approaches to administer speed on roads.
REGULATIONS AND INFRASTRUCTURE
‘Lower speed limit in urban areas (50 km/h
normal rule, 70 km/h when no-access)’
% Support
68
68
‘More strict speed enforcement (tolerance ceiling
decreased from 20km/h to 10 km/h)’
% Support
‘Traffic lights automatically regulated by the speed
(turns to red if a driver is overspeeding)’
% Support
R3A. New rules/standards inspired from EU best practice and experience are likely to be introduced in Ukraine to
replace existing ones, with the goal of improving road safety for road and street users.
For each of following topic, would you support their introduction in Ukraine, and commit to apply the new rules.
Base: Drivers (388), Pedestrians / Non-drivers (564)
Base: Drivers (388), Pedestrians / Non-drivers (564)
Base: Drivers (388), Pedestrians / Non-drivers (564)
75
77
69
67
ROAD SAFETY – OVERALL PERCEPTION

11. EFFECTIVE CAMPAIGN
Facilitating change through campaigns → SAFER ROAD USERS
Focus on a
single issue
Define
specific
target group
Set clear
objectives
Define
supporting
activities
Professional
advertising
agency
Market test
materials,
messages
Stress
individual
responsibility
Monitor and
evaluate
Use lessons
to refine the
approach
SPEED
Men
30-45y.o.
Robust enforcement
Speed mapping – research
Raise
awareness on
speed
importance &
consequences
HOW?

12. WHAT IS THE SOLUTION?
OBJECTIVE: Improve observance of speed limits
CORE TARGET: Drivers, males 30-45
LOCATION: Zhytomyr, Kiev, Lviv (M06)
MEDIA: OOH (Billboards), BTL materials (Posters, Leaflets,
promotioal materials), ATL campaign (TV, radio) and digital
campaign on speed ‘face to face’
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance

13. CAMPAIGN LOGO
Campaign logo which will be an umbrella for all road safety campaigns, it will give
us additional possibilities to use with other topics of campaigns in the future:
Visual material – road safety logo
Зважай! Дорога. (Focus! Road)
Зважай! Паси безпеки (Focus! Seat Belts)
Зважай! Пішоходи. (Focus! Pedestrians)
Зважай! Діти. (Focus! Children)
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance

14. ‘FACE TO FACE’
Based on the findings from Qualitative & Quantitative studies the campaign was
designed by Provid and tested by Ipsos on Males 30-45, Drivers, Total sample:
n=100 interviews. Confirmed campaign creative concept:
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
 Clear and straightforward communication
 Message focused on ‘value of human life’
 Strongly appealing and relevant for readers

15. MEDIA PLAN
360◦ media approach for the highest reach of the target group
MEDIA: OOH (Billboards), BTL materials (Posters, Leaflets) –
pre - tested
Other MEDIA planned: TV and internet spot, Internet
banners, Radio, www, Visibility materials - gadgets
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance

16. MEDIA
Creative concept:
Road Safety Radio, 30”
English translation
<gradually speeding up tongue-twister>
Ліз лис
Лисим лісом,
Ніс хвіст
Низом-низом.
Хвіст об терен
Обдер.
В лісі кажуть тепер:
Ліз лис
Лисим лісом,
Ніс хвіст
Низом-низом.
Хвіст об терен
Обдер.
В лісі кажуть тепер:
Ліз лис […]
<Body hits a car. Road environmental sounds, honks, brakes screeching(?). Tongue-twister
abruptly cuts short with gasp of air, shocked>
(~20 seconds)
Voiceover:
Even what seems harmless and innocuous at first, speeding
can turn into a tragedy…
Don’t rush! Keep your life!
(~10 seconds)
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance

17. MEDIA
Radio spot recorded by the famous modern artists in Ukraine – Fagot (TNMK)
Road Safety Radio, 30”
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance

18. MEDIA
Creative concept: each of the characters from billboards says their testimonial
TV / Internet spot 1, 2, 3
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance

19. MEDIA
Creative concept: each item has special slogan adapted from the main concept
Promotional materials – gadgets for drivers and pedestrians (reflective)
Ice scratcher for car windows; thermo-mug
+ slogan of the campaign
„ Don’t rush! Haste will just harm!
/ Не жени! Поспіх тільки шкодить! ”
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance
Car air refreshers
„Don’t rush! And you will make it!
/ Не жени! І всюди встигнеш!”

20. COOPERATION
The camapign is organized by:
Partners of the campaign
Key partners:
Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance

21. Modernization and Safety Improvements of the Road Network in Ukraine Technical Assistance

22. Barbara Krol
KE4 Road Safety Campaign and Communications Expert
Modernization and Safety Improvements of the Road Network
in Ukraine
TA2015013 UA EST
tel. (+380) 685157520, (+48) 507 191 078 (PL)
email: barbara.krol@egis-ukraina.com
Thank you for your attention!