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International Conference on Road Traffic Safety 21-22 May 2014. Skopje, MACEDONIA. Young people campaign against Driving Under Influence: Study case of.

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Presentation on theme: "International Conference on Road Traffic Safety 21-22 May 2014. Skopje, MACEDONIA. Young people campaign against Driving Under Influence: Study case of."— Presentation transcript:

1 International Conference on Road Traffic Safety 21-22 May 2014. Skopje, MACEDONIA. Young people campaign against Driving Under Influence: Study case of the “Tunisian Night Without Accident” Hajer BAROUNI Head of the Tunisian Young Drivers Forum. Tunisian Association of Road Prevention ATPR Coordinator of PRI Young Special committee

2 UNITED NATIONS GENERAL ASSEMBLY, 2 nd March 2010: “Proclaims the period 2011-2020 as the Decade of Action for Road Safety, with a goal to stabilize and then reduce the forecast level of road traffic fatalities around the world”

3 Changing Direction: Potential of a Decade of Action for Road Safety Best case scenario, assuming policy era investment Guria, J. for CGRS, 2009

4 Specific objectives of the Decade Reduction of road fatalities by 2020. Strengthen global architecture. Increase funding. Increase human capacity. Increase national and local prevention efforts using successful experiences from others. Improve the quality of data at national, regional and global levels. Monitor progress at the national, regional and global levels.

5 - non monthly - DECADE GLOBAL PLAN Five pillars for a Safe Systems approach Road Safety Management Safer User behaviour Safer Roads & Mobility Safer Vehicles Post-crash response www.who.int/roadsafety/decade_of_action/

6 How to Influence Behaviour Change? www.who.int/roadsafety

7 Key Behavioural Risk Factors In the “Safer User behavior” Pillar of the Decade of Action we need road users to recognise the key ‘risk factors’ of: Non use of helmets Non use of seat belts Drink and Driving Excessive and inappropriate speed This requires changing behaviour through a combination of education, awareness and enforcement campaigns. Effective campaigns should be based on a good understanding of the complexities of human behaviour using the disciplines of social psychology, and behavioural economics.

8 Social Psychological Model of Human Behaviour Three layer model to explain human behaviour. Personal ‘micro’ factors - that are intrinsic to the individual such as their level of knowledge or their belief in their ability to change their behaviour and habits; Social ‘meso’ factors - which are concerned with how individuals relate to each other and the influence of other people on their behaviour; Environment ‘macro’ factors - that include both local factors such as the area an individual lives and wider factors such as the economic and technological development of the society as a whole over which individuals have little control. Source: Communications & Behaviour Change - Report by the UK Central Office of Information Wider Environment Local Environment Social Personal

9 Promoting Behaviour Change Five Step Process

10 Encourage Engage Exemplify Enable  Leading by example  Demonstration projects  Promote results  Remove barriers  Give information  Provide facilities and alternatives  Educate/train/provide skills  Community action and co-production  Champions/opinion formers  Media campaigns  Mobilize networks  Recognition/social pressure  League tables  Penalties and enforcement  Incentive schemes Behavior Change Four Es for Behaviour Change

11 THE NIGHT WITHOUT ACCIDENTS NWA -TUNISIA-

12 Historical overview of the event Night Without Accident was first launched in Belgium in 1995. Since 2003, the action was extended to other European countries with support from the European Commission. In 2009, 600 volunteers were present in 200 clubs located in 25 countries : Austria, Belgium, Bulgaria, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovenia, Slovakia and Spain. In 2012, this European event took place in the 27 Member States as well as in Tunisia.

13 www.europeannightwithoutaccident.eu

14 It was the first time that this European initiative of a regional simultaneous event on sensitizing against drink driving is imported in Africa and in an Arab country.

15 THE NIGHT WITHOUT ACCIDENTS NWA –TUNISIA-

16 Collaboration with the National Observatory of Road Safety. This public establishment helped in giving breathalyzers for the action.

17 30 volunteers among the Young drivers forum of ATPR on the field; 400 youngsters targeted in a 3 in 1 Center of Clubbing (3spaces with a commun entrance) at La Marsa, in the North Suburbs of the capital Tunis; 100 Slouma designated drivers achieved, 52 alcohol tested at the end : 100% safe. SUM UP OF THE EVENT

18 Volunteers During the evening the volunteers were mostly dressed with black T-Shirts and retro reflective vests branded Tunisian Association of Road Safety making volunteers to look as TEAM. Volunteers were selected among the Young Drivers Forum of ATPR according to their motivation and availability to participate to the event, their character and how pleasant they were to the public.

19 Volunteers

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23 The animation of the event -5 volunteers appointed to each stand x 4 stands = 20 young volunteers -10 volunteers in mobility around, to interact with the public of youngsters, sensitizing especially about the risks of drunk drinking with the "disc simulator" which is an ATPR tool giving the time you need to come back under 0,5g/L of alcohol on the blood depending on the sex, the weight and the number of beer taken.

24 The animation of the event

25 POSTERS Volunteers have also placed in many walls of the club the NWA event poster The animation of the event

26 POSTERS Volunteers have also placed in many walls the posters of the Common European Campaign of the EYFRS “you play with fire” in three languages (Arabic, French and English) The animation of the stands

27 27

28 At the common Entrance: “Slouma the Designated Driver” The one who drives is the one who does not drink, each group of young entrants in the Club center appoints a person who responsibly choose not to drink to drive safely his friends later. Slouma is our Tunisian Sam or Bob; Slouma is a pun on the arabic first names Selim (man) and Selima (woman) which mean Safe.

29 At the common Entrance: “Slouma the Designated Driver” Slouma is the tunisian designated driver ; He will wear a bracelet and already win some gifts. At the end, the person has to confirm her sobriety through an Alcohol Test. He can participate to a draw of lottery and be among the big winners of luxurious gifts offered by our sponsors.

30 At the common Entrance: “Slouma the Designated Driver”

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33 If youngsters accept to be the designated driver they directly have some gifts from our sponsors Bridgestone and Too Fast (pneumatic and services) like a bracelet, a key chain, and a voucher. 100 bracelets were distributed during the evening and 52 youngsters came back to do the breathalyzer tests. At the end of the night, if their breathalyzer gives a negative result, they were safe, and they can participate to a draw of lottery to win the big prices given by our sponsors: a mug branded Bridgestone- Trophies - 3 Formula 1 Caps and the first price was a luxurious Festina Watch!

34 At the common Entrance: “Slouma the Designated Driver”

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36 The results 100% were safe at the end of the night (46% women / 54% of men)

37 The winners of the big prices

38 ADDITIONAL ACTIONS: TNWA Innovation In fact we designed the Event as many Stands of sensitization upstream and downstream the heart of the Action which is “Slouma the Designated Driver” to promote the adoption of this behaviour and then to emphasize it.

39 At the Entrance hall: The Stand called “The corridor of Death” Funny Action with the tool Googles FATALVISION which reflect the impact on consumption for 4 beers. Volunteers have to convince people to try the googles and move in the hallway without hitting anything! It’s the first step in the sensitization process about Drunk Driving. It must prepare the field to the Stand coming after « Slouma the designated Driver ». In general youngsters are more receiptive after the experience of the googles!

40 At the Entrance hall: The Stand called “The corridor of Death”

41 At the Entrance hall: a Stand called “The corridor of Death”

42 At the Entrance hall: The Stand called “The corridor of Death”

43 At the Plug Rock Bar Terrace: the Stand “The Smart Driver” Funny Action with the tool Distract - a - Match. set of awareness on the dangers of distractions (phone - music) while driving in terms of reducing ability to concentrate.

44 At the Plug Rock Bar Terrace: the Stand “The Smart Driver”

45 Inside the Plug Rock Bar : the Stand “ The Zen Driver” Throughout the evening, a young and volunteer physiotherapist will offer to the public her relaxing services. To massage the neck for 5 minutes may remind young people through inhabitual actions the dangers of driving while tired, lack of sleep....

46 Inside the Plug Rock Bar : the Stand “ The Zen Driver”

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48 Huge Media coverage National and regional Radio interviews, internet publications, TV interviews, press articles. This press coverage is useful for the NGO because it gives more credibility, more notoriety, it is then easier to get volunteers and funds to achieve the aim of the organization.

49 Media coverage PRESS Press release went out at the week of the event. Video Interviews from youngsters who participated to the event RADIO Interviews took place related to the event: Interview in RTCI Tunis Radio International Channel (18/10 from 6 to 7.30 PM) Interview in Oxygen FM (19/10) Interview in Mosaique FM (20/10 News of 6.00 PM) Interview in RTCI (Tunis Radio International Channel) on live at 7.00 PM Interview in Radio Monastir ( 21/10 News of 12.00)

50 SOCIAL MEDIA A facebook banner was created about this project and many persons uploaded the banner as cover photo on their facebook profil. Teasing on Facebook. All the photos of the Action were put on an Album on the Facebook Group POSTERS Posters sized 4x1 m printed and hung in several big places in the center town of Tunis, outside and inside the clubs. Media coverage

51 Impact of the campaign in Tunisia Curiosity: Many young people questioned about the activities of ATPR and specifically about the event ENWA even if they were not very familiar in Tunisia about the bracelets and the whole process. Galvanized enthusiasm for the issue amongst ATPR youngsters volunteers. Volunteers were very motivated and did a great job with youngsters even if it is not easy to change the mentality in Tunisia. Galvanized enthusiasm for the issue amongst government agency of RS. Nationally recognized as one of the most creative/innovative young awareness campaign.

52 CONCLUSION This synergic work targeting youngsters had as objective: increasing awareness and influencing positive public behaviors in the area of drink driving and distract driving. It was also an example of how we can profit from some regional campaigns in a local scale, including some combinations, adaptations and innovations on the action process which should match more with the environment specificities and then achieve the goal.

53 What is the role for an NGO? Assess the situation Justify the need to act Establish working group Implement action plan Develop the action plan Evaluate NGO acts as catalyst NGO supports action: Awareness raising ‘trust’ factor

54 Thank you for your @ttention


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