1. Digital Ditch: Creating political support for digital roads 1 Digital Ditch: Creating political support for digital roads Jesper Sølund Head of Press and Documentation Department Danish Road Safety Council

2. Digital Ditch: Creating political support for digital roads 2 The ditch: The road safety potential in digital roads is big Political knowledge about road safety potential is small From ditch to bridge: How to create political support for digital Roads ? Results imply actions from the road safety organizations on opportunities and possibilities

3. Digital Ditch: Creating political support for digital roads 3 Conditions for political support: 1.Cost effective 2.Must offer substantial influence 3.Popular among voters 4.Results at short term 5.Represent a logical new solution 6.Fulfill demands 7.Focus in the media

4. Digital Ditch: Creating political support for digital roads 4 ATV 1.Cost effective: The technology is getting cheaper 1 cm highway 1 mb in a computer Price Time

5. Digital Ditch: Creating political support for digital roads 5 2. Must offer substantial influence Attraction: Political intervention can form the future Clear political means

6. Digital Ditch: Creating political support for digital roads 6 3. Popular among voters Road safety by offering support instead of Road safety by control and sanctions

7. Digital Ditch: Creating political support for digital roads 7 4. Results at short term Concrete and tangible improvements for road users (ESP, BAS, GPS etc.) Effect is visible and quickly measured

8. Digital Ditch: Creating political support for digital roads 8 5. Represent a logical new solution A well developed physical infrastructure is the backbone in all modern societies A digital infrastructure is a logical next step and a shift in paradigm from traditional technical road solutions to digital integrated solutions for driver, car and road

9. Digital Ditch: Creating political support for digital roads 9 6. Fulfill demands The technological facilities in new vehicles offers services at many levels. It demands more developed digital roads to use many of the facilities

10. Digital Ditch: Creating political support for digital roads 10 7. Focus in the media A continuing focus in the press on the road safety potential and other benefits and the need for political actions for digital roads generate political awareness

11. Digital Ditch: Creating political support for digital roads 11 Conclusion: Many easy points to gain Few dangerous obstacles Lets go!!

12. Digital Ditch: Creating political support for digital roads 12 Where to go – the goals for political support Goals for Danish Road Safety council: 1.Confirmation of a national action plan for use of digital technology to improve road safety 2.Establishing a public development fund for demonstration projects 3.Changed tax rules to benefit dissemination of approved safety technologies in vehicles 4.Insurance price depending on installed safety devices 5.Development and implementation of a national digital speed limit map 6.Here and now dissemination of technologies already developed and documented effective.

13. Digital Ditch: Creating political support for digital roads 13 How to go – the means for political support Danish approach : Press strategy to bring focus on digital roads: GPS possibilities, digital speed limit maps, e-call ect. Tax reduction policies safety devices Seminars and conferences for politicians: ATV, ITS- Denmark, Nordic conference, On the agenda for the Danish Road safety Commission – revision of national road safety action plan 2002-2012

14. Digital Ditch: Creating political support for digital roads 14 Thanks!