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.

Proa Comunicación organises the first FaqFraud meeting at the ISDE headquarters

FaqFraud, a non-profit initiative that constitutes a line of help to stop fraud in the ecosystem of digital advertising, held on Thursday, April 26, the I FaqFraud Meeting in the new headquarters in Madrid of ISDE Law Business School. The event, organized by Proa Comunicación, featured four presentations and a presentation on the...

Pause and accelerate or pause and stall?

As usual in recent months, macro data are difficult to interpret. Keeping track of the large amount of daily data and putting together a macro thesis is like building a puzzle that is constantly changing its physiognomy. If this is normally difficult, the last few months have been particularly challenging, as the...

Proa Manages the Communication for the XIV Scientific Conference of the Alicia Koplowitz Foundation

Proa Comunicación is responsible for managing the communication for the XIV Scientific Concerence of the Alicia Koplowitz Foundation that will take place on the 24 and 25 of October in Mututa Marileña's Auditorium on 33 Castellana. The presentations and round tables will be centered around the 'Impact of Social Media...

Lucía Casanueva -- Crisis communication and the credibility of emergency medicine

PROA's managing partner, Lucía Casanueva, reflects in Confilegal on crisis management from the perspective of strategic communication. In an ever-changing world full of loudspeakers through social networks, crises have become a daily threat for organisations, institutions, companies...

"The future of journalism is to be ethical, moral, rigorous and with quality".

Ex-director of El Mundo David Jiménez said that "the future of journalism is to be ethical, moral, rigorous and of quality" during an observatory held at Proa Comunicación on Wednesday, March 4. After making a quick review of his professional career, from his entrance in El Mundo as a scholarship...

Twitter lies down on the sofa

The other day I met an old friend. Luis. He is 42 years old. He lives alone in Madrid. And he is a staunch fan of Alberto Chicote's programme. But, curiously, he doesn't like cooking. What he likes is something else. Luis is part of that collective...

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.