project cofinances project cofinances

WHY HEROES DRIVE IN PAJAMAS: TRAFFIC SAFETY OF YOUNG PEOPLE

○ A high number of severe road accidents during the weekends involving young people (peer pressure, late night driving - alcohol, tiredness, rebelling to authorities).

○ Rural towns: a lack of transport infrastructure, a lack of public transport and taxis.

TARGET GROUPS

YOUTH: 15 – 21/29 YEAR-OLDS ○ PARENTS ○ THE LOCAL COMMUNITY

THE PROJECT’S MAIN ACTIVITIES: A THREE-LEVEL MOVEMENT AND A SYSTEMATIC APPROACH

ADVISING LOCALLY IN 3 DIFFERENT REGIONS

i MEDIA CAMPAIGN

i DRIVING YOUNG PEOPLE TO AND FROM PARTIES

TARGETS

To lower the number of road accidents involving young people due to alcohol consumption.

To influence young people’s attitude and their behavior.

To raise awareness among young people about this problem.

To raise awareness among parents by encouraging them to wear their pajamas when picking up their

children at night.

An active approach to solving the problematic lack of organized transport from parties. To connect parents and youth.

Road accidents are the number 1 reason for youth mortality (15 – 29 years).23% of all road accidents are caused by young people.27% of all road accidents under the influence of alcohol are caused by young people.The average age of a person on the day of the accident which resulted in the loss of walking ability is 22 years.

ABOUT THE HEROES DRIVE IN PAJAMAS PROJECT

PANSLOVENIAN INITIATIVE of the people

injured in road accidents TO LOWER THE

CONSUMPTION OF ALCOHOL AND OTHER

PSYCHOACTIVE SUBSTANCES (PAS)

AMONG THE YOUNG AND THE YOUNG

ACTIVE IN TRAFFIC (as a driver, a passenger)

by motivating their parents and the key

public in RURAL TOWNS, where alcohol

tolerance is higher and alcohol is more easily

available, while the transport infrastructure

is lacking.

ADVISING LOCALLY: November 2017

The purpose of local visits is to come to concrete solutions how to reduce drinkingand driving, and to advise locally.

THE PARTICIPANTS WERE: ○ the representatives of the local community,○ the representatives of the professional public, ○ young people.

All the participants introduced their opinion of traffic safety in their towns, pointed out the problems and suggested solutions – an action plan municipalities will implement in 2018.

ADVISING:

○ workshops for young people (the introduction of the theme),

○ the professional part (professionals from the field of traffic safety and health protection à the introduction of basic facts and the (most) important current information),

○ the practical part: workshops (youth + professionals - ideas and possibilities to reduce the harmful drinking and drinking and driving among young people.

PRESS CONFERENCE: 29th November 2017 in Ljubljana dThe official beginning of the media campaign “Heroes drive in pajamas”.

The well-known television host David Urankar moderated the event.

The members of Zavod VOZIM, key players, and movement supporters participated in the event: Zavarovalnica Generali, Toyota, BDF, Luna/TBWA, Ministry of Health, Public Agency of the Republic of Slovenia for Traffic Safety, and others.

Video campaigns were shown to the public that feature renowned Slovenians who supported our campaign (Jure Košir, Dejan Zavec, Vid Valič, Alya, etc.).

Video na vozim.si/heroji

THE WORKSHOP TARGETS: suggestions on how to improve traffic safety in the local community.

MC Idrija, 15. 11. 2017

Slovenske Konjice, 21. 11. 2017

MC Brežice, 28. 11.2017 2017

DRIVING YOUNG PEOPLE TO AND FROM PARTIES: 9th December 2017 Slovenske Konjice, Brežice, Idrija-Žiri The traffic safety ambassadors, the disabled in their pajamas, Zavod VOZIM representatives, acted as true heroes and safely drove home 102 young people. Youth workers raised awareness among young people about the importance of being safe in traffic and administered sobriety tests. It was arranged with the police that they shall carry out increased control of the roads that evening.

Idrija

Slovenske Konjice Brežice

Brežice

FEEDBACK“I remember my dad always picking me up, always, he picked me up wherever, and he never had a problem with it. I hope I’ll have the same attitude when it comes to picking up my two children and bringing them home. (U.H.)

“Many years ago I would pick up my children in my pajamas - they were a bit embarrassed then, but since this movement started, they are proud of me and they tell everyone with pride - my mom picked us up from the disco in her nightgown. (M.P.)

MEDIA COVERAGE○ 119 releases in national and local media 330,000

EUR (gross amount) > reach of 6,993,211 people (population of Slovenia is around 2 million > on average every person saw the campaign around 4 times)

○ A total of FB posts by more than 154,290 people

○ The viral VIDEO was seen by more than 41,000 people

○ The RADIO AD was played on 10 radio stations

THE MOST PUBLICIZED RELEASES

http://24ur.com/ekskluziv/zanimivosti/video-v-

podporo-akciji-heroji-furajo-v-pizami-darja-in-

edi-oblekla-pizami.html)

http://www.24ur.com/novice/slovenija/na-delu-

heroji-v-pizamah-po-mlade-na-zabavo-tokrat-

invalidi-zavoda-vozim.html

http://www.24ur.com/novice/slovenija/heroji-

furajo-v-pizamah-nova-akcija-za-vecjo-varnost-

na-nasih-cestah.html

http://www.rtvslo.si/slovenija/namesto-da-bi-

koga-poklicali-smo-raje-vozili-po-stranskih-

cestah-in-travnikih/439153

http://24ur.com/ekskluziv/zanimivosti/video-v-

podporo-akciji-heroji-furajo-v-pizami-darja-in-

edi-oblekla-pizami.html

PLANS FOR 2018 AND 2019○ 4 NEW REGIONS

○ NEW PARTNERSHIPS

○ MORE RIDES AND UPGRADED IDEAS!

○ GOING INTERNATIONAL

TOYOTA + BDF = MOBILITY FOR EVERYONEi enabling the disabled to independently and safely drive young people

IMPROVEMENT OF ROAD SAFETY AMONG YOUTH*

Number of deaths among 15 - 24 year olds due to road accidents (2017 compared to 2016) > 42 % reduction

Number of road accidents caused by 15 - 24 year olds due to DUI of alcohol (2017 compared to 2016) > 28 % reduction

Number of DUI of alcohol among 15 - 24 year olds (November/December 2017 compared to November/December 2016) > 27 % reduction

* Police data.