News

VINCI Autoroutes Foundation

COMMUNICATION FROM THE XI RESPONSIBLE DRIVING BAROMETER

Service Leadership and corporate positioning

Automotive Sector

Responsible Lucia Casanueva, Valvanuz Serna, Fernando Pérez-Montero, Candela Gómez

Challenge

The objective of the campaign was to communicate the results of the XI Responsible Driving Barometer of the VINCI Autoroutes Foundation, which has been producing this report for eleven years in collaboration with Ipsos. To implement the campaign, we defined three communication objectives:

Raise awareness among Spanish and European drivers of the importance of good driving practices.
Identify risk behaviours and good practices of risk behaviours, thus contributing to a better targeting of prevention recommendations.
Generate a correct use of the vehicle for the users.

The use of mobile phones, speeding, not respecting rest hours and, in general, breaking the rules at the wheel are behaviours that have a direct impact on accidents on the road and in the city.

Solution

The strategic communication plan developed and implemented by PROA allowed for a favourable dissemination of the results of the Barometer, effectively reflecting the position and values of the VINCI Autoroutes Foundation through the use of three levers: making the study public, positioning the Foundation as an expert in driving practices, and obtaining information to better understand the users.

Seeking to convey the key messages through positive formats and with an ambitious information strategy, the use of different and innovative communication tools, such as infographics and visual materials adapted to each medium, allowed to broaden the permeability of the campaign among the target audience.

The focus of these actions was on general, national and regional media, as well as economic and sectoral media of interest, in the written press, television and radio.

Results

The notoriety received from its media presence made the launch of the report a success with a circulation of more than 23 million users.

This success has enabled the VINCI Autoroutes Foundation to continue to position itself as a benchmark in Spain and Europe in the quest for responsible, safe and environmentally friendly driving.

The Proa Communication Observatory with Martínez-Almeida, in Dircomfidencial

Dircomfidencial has echoed the Proa Communication Observatory that was held on 10 May with the PP candidate for Mayor of Madrid, José Luis Martínez-Almeida, as an example of the events that communication agencies have organised in recent weeks with different candidates for the mayoralty of Madrid....

Proa Comunicación Joins the APD

Proa Comunicación has become a full partner of the Assosiation for Management Progress, an association with the main goal of promoting the exchange of ideas, knowledge, and experiences across business management media in Spain. Outside of any political approach representing the defense of corporate and professional interests, APD has managed,...

Crisis communication management in the coronavirus context

Lucia Casanueva and Valvanuz Serna Ruiz, managing partners of Proa Comunicación, detail how companies should face communication in the COVID-19 pandemic context. In order to properly manage this crisis, which may affect the reputation of a brand or corporation, Proa Comunicación offers its experience in carrying out analysis, crisis communication...

Not everything goes

Impostors who impersonate other people's identities, politicians who lie continuously and shamelessly, CEOs, executives and employees who do whatever it takes to stay in their positions, whatever the cost, thinking only of their own interests and not in the interests of their teams and...

The drug of power

Our political leaders are giving us the soup. The media drama that hijacks us daily as hostages to squeeze their negotiations makes the last few weeks since the election seem like years. But what happens to these guys when they are in the grip of power? This week saw the launch of the new book by...

Rafael Villaseca, at the PROA Comunicación Observatory: "We are in the middle of a process of change".

Rafael Villaseca, former CEO of Gas Natural Fenosa and current President of the Naturgy Foundation, participated in the Proa Communication Observatory held at the Boston Consulting Group headquarters on Wednesday, April 10. Rafael Villaseca is an industrial engineer from the Polytechnic University of Catalonia and an MBA from IESE. He...

More conversations, more ideas, more PROA.
Follow us on our networks.

Receive ideas with criteria

Every week we share reflections, trends and the key aspects of about reputation, strategic communication, public affairs and innovation. Content designed for professionals who value information with diligence and perspective.