New Direction for Road Safety in Colombia Positive emotions at work January, 2012
New Direction for Road Safety in ColombiaPositive emotions at work
January, 2012
Fondo de Prevención Vial
• Created by National Law in 1993, operates since 1995
• Managed by the insurance companies that issue the Mandatory Insurance for Traffic Accidentes (SOAT)
• Works in partnership with the Ministry of Tranportation and the Ministry of Health
• Works nationally with offices in 5 regions of Colombia
Context information
• 46 million people
• GDP per cápita US$ 9.800
• 7.6 million vehicles (50% motorcycles)
• 11.7 fatalities per 100.000 population
• 7.1 fatalities per 10.000 vehicles
• 70% of fatalities occur within urban areas
Colombia has improved in road safety
Fuente: Medicina Legal
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De
ath
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Historic Death Toll in Colombia 1993-2011P
Taste of Colombian road safety culture
Institutional Framework
Infrastructure
Human BehaviorVehicles and Equipment
CFPVPublic
Agenda
What are we marketing for?
Communications strategy for cultural change
• Create awareness on road safety beyond figures, focusing also on requiered action
• Promote convergence on recommended policies
• Strengthen the technical support role of CFPV
• Incentive cultural change
SAFETY AGENDA
Board members
National Congress
Media and press
Opinion makers
Public opinion
National Government
Police
Ministry of Transportation
Local governments
Academia
NGOs
Private companies
Road and street users
Business leaders and chambers
Insurance companies
AudienciasStakeholders
How we engage them
• Providing relevant and technical support and tools for road safety improvement in their scope of influence
• Some examples…
Local governments
• Liason with National Government • Promote public transportation and
support their local agencies with tools • Legal support• Audits and inspections• Support to BRT where there are
SAFETY AGENDA
Board members
National Congress
Media and press
Opinion makers
Public opinion
National Government
Police
Ministry of Transportation
Local governments
Academia
NGOs
Private companies
Road and street users
Business leaders and chambers
Insurance companies
AudienciasStakeholders
What to do about „Human Behavior‟?
• Colombia has a widespread habit ofignoring basic traffic regulations, and hasa low perception of enforcement
• Culture is shaped by misbehavior
SELFISHNESSEgomaniacs with low Analytical reflexion No sense of system
“LA VIVEZA”Lack of emotional control
PERSONAL LAWSManipulation of law andControl ilusion
Cultural drivers
PREREQUISITES FOR CULTURAL CHANGE
Targeting behaviors is pointless: messages are diluted by the prevailing cultural code
A NEW, LONG-LASTING CULTURAL CODE IS NEEDED: RATHER THAN A PUBLIC CAMPAIGN, WE NEED A
COMMUNICATIONS PLATFORM
• Be highly remembered • Generate empathy with viewers• Target the individual, rather than his role in
mobility • Overcome defensive mechanisms• Evolve from individual to collective action • Confront and face subconscious beliefs of
people• Shatter self-justifications for
misbehavior
Necessary conditions:
CAUTION ROAD INTELLIGENCE
Passive Proactive
Bossy Logical
How it should be What I “want to be”
Off target On target
About the individual About the individual and the collective
COMMUNICATION PLATFORM BASED ON
“ROAD INTELLIGENCE”
Implementation process
• Knowing and understanding our target population
• Building a long-lasting communication platform, creating a relationship with the public
• Using possitive language, inspiring possitive emotions
• Inviting to ignite a new culture
• Step by step, through phases
• Measuring our evolution
• Multimedia
• With a recognized journalist as image
Possitive emotions rather than fear
• Fear has low effectiveness when the objective is to change overall behavior
• The evidence of risk, the use of dramaticscenes or the appeal to fear generaterejection and aversion in the audience. People do not identify themselves with the message
• The fear message is not percieved as credible: – Bad behavior not always ends in a crash– Good behavior does not grant you immunity
Phase 1
EXCUSES EPIDEMIY
Create awareness on road
safety challenges; Create
personal involvement
towards the solution
Phase 2
Launch
“Inteligencia
Vial” as an
aspirational
concept, that
invites people to
decide better
Invite people to
create a
new, more
respectful, and
safer
environment
Phase 3
Evidence the
decision making
processExemplify
how to use
“Inteligencia Vial”
Phase 4
Make public and
massive those
individual
commitments
Begin to create a
social movement
towards a new
culture in the
streets
Phase 5
Aknowledge effort of
early adopters
Invite others to join
Phase 6
Explain why
selfishness is a bad
business
Phase 7 Promote
repetition to
create a new
habit
Pedagogía
motos
(uso de casco)Pedagogía
alcohol fin de
año
Phase 1
• Communication Objectives:
– Create awareness on road safety challenges
– Create personal involvement towards thesolution
– To confront subconscious believes
Epidemic of Excuses
Phase 2
• Communication objectives:
– Launch “Inteligencia Vial” as an aspirationalconcept, that invites people to decide better
– Invite people to create a new, more respectful, and safer environment
“Road Intelligence”
Media planning: as important as message planning
TV
PRINTED MEDIA
RADIO
DIGITAL
BTL
General messageMaximun OUTREACH20 ads aired
Go in depth with specific messages for pedestrians
OUTREACH Regional segmentación
Personal interaction More than 2.7 million people contacted
Provide more specific information, let people interact
Some results
• “Inteligencia Vial” is becoming part of theculture
• Record recall figures over 90%
• Message is clearly conveyed
• Likeliness is between 94% and 100%
• 81% of the people declared improvedbehavior; 73% acknowledgedimprovement of others‟ behavior
Partnership with BRT systems
• Exchange of excuses. Most common: rush, lackof respect from others
• Research to developtaylor-made messages
• Work with communitieswith safety problems
• Trainning programs withdrivers, IV workshops
• Audits and inspections• Road Safety Assessment
and improvement plansto close gaps
“Inteligencia Vial” used beyond roads
It is becoming part of the Colombian culture
Conclusions• Cultural changes are sustainable if they are voluntary, if people
think changing makes sense
• “Inteligencia Vial” has generated deep thinking, it is a symbol anda cultural reference
• The prevailing culture is the result of generations of misbehavior
• The process is being built step by step, generating self-controland social control
• We need to be persistant in order to achieve a cultural change
• We aim to build new habits based on a new cultural platform