Microsoft PowerPoint - Dimitra Dont drive tired Sleep is the only

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					       Don’t drive tired. Sleep is the
        only answer. A campaign
         targeting young drivers.
                     Dimitra Tapsas
                 Road User Policy Officer
         Royal Automobile Club of Victoria (RACV)




                      Outline

•   Background

•   Don’t drive tired. Sleep is the only answer

•   Campaign components

•   Summary of outcomes




                                                    1
                  Background


•   Driver fatigue is believed to be a contributing
    factor in as many as 25% of all road deaths.

•   Young drivers are at risk of fatigue related
    crashes due to lifestyle issues.

•   RACV Fatigue & Young Drivers Report.




    RACV Fatigue & Young Drivers
              Results

•   Nearly half of the 400 participants surveyed
    admitted to driving while tired in the preceding
    week.

•   Almost one third nearly crashed as a result of
    driving tired at some point.

•   Participants believed the effects of tiredness on
    driving were manageable.




                                                        2
          Fatigue & Young Drivers
                  Program

Objectives:

•   Raise awareness of 18-25yrs to the potential
    risks associated with driving tired - even on short
    trips.

•   Encourage young drivers to manage these risks.




      Don’t drive tired. Sleep is the
              only answer.




                                                          3
       Six Tips to Beat Tiredness

1.    Sleep-in after a late night
2.    Avoid driving at times when you would
      normally be asleep
3.    Catch a taxi or public transport instead of
      driving if tired
4.    A 15 to 30 minute nap can make heaps of
      difference
5.    Switch off your mobile phone before going to
      sleep so a call or sms won’t wake you
6.    Sleep is the only cure for tiredness




         Campaign Components

•    Website
•    Information flyer
•    Competition
•    Comedy routines at universities & TAFEs
•    Print advertising
•    Radio promotion
•    RoyalAuto
•    Media
•    Easter campaign




                                                     4
                       dontdrivetired.com.au
                             Statistics
•   2,972 unique visitor sessions
•   10,213 pages viewed
                1400   1239
                1200
                1000
     Sessions




                800                                     687
                                               625
                600
                400
                              105     153                      144
                200
                                                                         19
                  0
                       0-10   11-30   31-60   1-3 min   3-10   10-30   30+ min
                       sec     sec     sec              min     min
                                        Length of Session




                                                                                 5
    Campaign Components cont.

•   Information Flyer

•   Competition – Win a $500 taxi voucher!

    4,124 entries via website
    1 via postal mail




            Comedy Routines


•   RACV commissioned Dave Grant

•   Six comedy routines performed during April to
    June at various Universities and TAFEs




                                                    6
              Print Advertising


•   Advertisements were placed
    in Inpress and Beat
    publications




              Radio Promotion

•   A partnership was formed with Nova 100.

•   The drive promotion ran from Monday 3 April to
    Friday 7 April between 3pm and 7pm.

•   The promotion consisted of 10 mentions of the
    promotion for the week, plus a daily competition
    segment.




                                                       7
                   RoyalAuto


•   Don’t drive tired – March 06

•   Sleep is the only cure – May 06

•   No sleep? No joke! – June 06




                                      8
9
             Easter Campaign


•   A partnership was formed with Channel 9.

•   Two TV commercials were filmed.




                 Easter Ad 1




                                               10
                  Easter Ad 2




         Summary of Outcomes

•   The campaign promoted fatigue preventative &
    management behaviours to young drivers.

•   Evident through website statistics, competition
    entries, media mentions, etc.

•   Use of non-conventional activities enabled
    RACV to reach the target audience in an
    effective manner.




                                                      11

				
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Description: Microsoft PowerPoint - Dimitra Dont drive tired Sleep is the only