COMMUNICATION FROM THE XI RESPONSIBLE DRIVING BAROMETER
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.