User outreach and eSafety awareness Jacob Bangsgaard Director of External Affairs and Communications ETSC Conference, Brussels 21 February 2006

21 February 2006 ETSC Conference, Brussels ERTICO – ITS EUROPE The main obstacle for road safety – The driver 2  Don’t drink and drive  Use your seat belt  Keep the speed limits and follow the traffic rules Road safety campaigns

21 February 2006 ETSC Conference, Brussels ERTICO – ITS EUROPE Why do we need user awareness for eSafety? 3 Commissioner Vivian Reding: “…we would like to take measures to ensure that the benefits of our technological research become more visible for the citizens”  Difficult to explain - sell  Low public awareness  High price – high maintenance cost  Privacy concerns Deployment obstacles:

21 February 2006 ETSC Conference, Brussels ERTICO – ITS EUROPE How do we explain eSafety today? 4 Adaptive Cruise Control Lane Keeping Assist Automated Parallel Parking Low Speed Following Electronic Stability Control Night vision Lane departure warning Forward Collision Warning Collision Mitigation Braking eCall Blind spot monitoring Adaptive head lights Obstacle & collision warning Extended information (Extended FCD) RTTI (Real-time Traffic and Travel Information) Dynamic traffic management Local danger warning Speed Alert

21 February 2006 ETSC Conference, Brussels ERTICO – ITS EUROPE How is the message perceived? 5

21 February 2006 ETSC Conference, Brussels ERTICO – ITS EUROPE New eSafety messages 6 eCall – Let your car call for help when you need it the most GST – Open the door to the services you need PReVENT – Make your car more intelligent and safe to be in AIDE – Make sure that you are not distracted when you should be alert SPEEDALERT – Your car tells you how fast you should go TMC – Be informed so you don’t get caught off guard

21 February 2006 ETSC Conference, Brussels ERTICO – ITS EUROPE How do we create the message? 7 CHANNEL EFFECT WHAT WHOWHOM Experts Trustworthy CredibilityMessage Persuasion Information News value Media Education Campaigns Advertising Professionals Target Gr. Opinion Leaders Opinion Seekers Opinion Followers Attention Interest Desire Awareness Media contact

21 February 2006 ETSC Conference, Brussels ERTICO – ITS EUROPE How do we proceed? 8 Communication Platform Media workMarketingPolitical work Consumer Information (Functions) Driving schools Consumer Test Media Launch Consumer Information (Products) Advertising Dealer Training Incentives Tax Insurance Labelling

21 February 2006 ETSC Conference, Brussels ERTICO – ITS EUROPE When do we create the message? 9

21 February 2006 ETSC Conference, Brussels ERTICO – ITS EUROPE 10 ERTICO Communications Task Force Communication/marketing representatives from Partner organisations and from ITS Nationals. Pool their collective communications experience to create more efficient messages.

21 February 2006 ETSC Conference, Brussels ERTICO – ITS EUROPE eSafety Forum stakeholder support Support to i2010 Intelligent car initiative Support to the eSafety Communications Platform Running ESC (Electronic Stability Control) pilot 11 Funded by the European Commission

21 February 2006 ETSC Conference, Brussels ERTICO – ITS EUROPE 12

21 February 2006 ETSC Conference, Brussels ERTICO – ITS EUROPE 13 Conclusion  Simple and credible messages are essential  Technical communication must be avoided  Media campaigns are effective but require constant news and are difficult to sustain for longer periods  Consumer tests gives a high penetration in the media but difficult if products show only small differences  Labelling needed to brand eSafety  Lives can be saved every day - if we progress

21 February 2006 ETSC Conference, Brussels ERTICO – ITS EUROPE Thank you… Jacob Bangsgaard Director of External Affairs and Communications 14