What problem did you address/are you addressing?
Goodyear awareness campaign for improved road safety of novice drivers Goodyear developed a campaign to achieve a tangible breakthrough in the critical issue of road safety of Novice Drivers by championing the concept of ‘lifelong learning’ and conducting extensive research into the topic. There is a societal need to support novice drivers behind the wheel, and we wanted to generate further awareness on this issue and give it more visibility. Coupled with targeted media communications across more than 20 countries in the Europe, Middle East and Africa (EMEA) region, the campaign generated actionable policy recommendations to Europe’s regulators and alliances with key stakeholders in policy, parenting and academia.The safety of novice drivers is a global concern and car accidents remain a major killer of young people. Since 2012, Goodyear has conducted relevant research to provide solutions to this crucial issue. This year’s survey into 6805 parents of novice drivers in 19 countries builds on previous research into novice drivers and driving instructors; a key insight was that parents should become more involved in driving education and that their bad examples can cause their children to adopt risky behavior on the road. The campaign wants to emphasize the influence of parents as a role model for novice drivers and aims at making sure this important factor is well taken into consideration when designing new measures to improve road safety.
What are your objectives?
Raise awareness of the crucial issue of Novice Drivers
Contribute to the road safety debate with specific, relevant and significant research data and insights to provide a unique perspective on the main influencers of road safety for novice drivers
Support driving instructors and parents in their educational efforts by providing concrete educational materials and collateral to be shared with young people
Provide actionable recommendations to relevant stakeholders
Describe the characteristics of your target audience
Our target audience is novice drivers and their parents, teachers, driving school instructors and policy-makers.
How did you disseminate/are you disseminating results or how did you promote/are you promoting your initiative?
See answers above. In the UK, between March 2012 and May 2014, the activities deployed by our campaign reach a total of 15 million views through print and online articles. In July and August, media coverage of the campaign reached 25 million views. In Romania, 32 media articles covered the campaign and reached 697,800 individuals. The EMEA-wide research generated wide insights into 15 500 novice drivers, parents and driving instructors' views on road safety. Media results of 2014 are not fully available yet.
How did you evaluate/are you evaluating the success of your action?
Published articles in the press and audience reached (readership), engagement of policy-makers, NGOs reached. Speaking opportunities we had to present our messages.
Who carried/carries out the evaluation activities?
When did/will you carry out the evaluation?
Please list the indicators you use to measure success
Overall audience reached Print and online press articles published, blog reviews, TV broadcasts viewers Social media: likes on Facebook, Twitter accounts reached and timeline deliveries, usage of our hashtag #youngdriver, etc. Policy-makers reached; NGOs;
Please describe the evaluation tools you use (i.e. surveys, interviews, focus groups, etc.)
Prime Research Media evaluation We will interview our partners.