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International Conference on Road Traffic Safety 21-22 May 2014. Skopje, MACEDONIA. Young people campaign against Driving Under Influence: Study case of the “Tunisian Night Without Accident”. Hajer BAROUNI Head of the Tunisian Young Drivers Forum . - PowerPoint PPT Presentation
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International Conference on Road Traffic Safety 21-22 May 2014. Skopje, MACEDONIA.
Young people campaign against Driving Under Influence: Study case of the
“Tunisian Night Without Accident”
Hajer BAROUNI
Head of the Tunisian Young Drivers Forum. Tunisian Association of Road Prevention ATPR
Coordinator of PRI Young Special committee
UNITED NATIONS GENERAL ASSEMBLY, 2nd March 2010:
“Proclaims the period 2011-2020 as the Decade of Action for Road Safety, with a goal to stabilize and then reduce
the forecast level of road traffic fatalities around the world”
Changing Direction: Potential of a Decade of Action for Road Safety
Best case scenario, assuming policy era investment
Guria, J. for CGRS, 2009
Specific objectives of the Decade
Reduction of road fatalities by 2020.
• Strengthen global architecture.• Increase funding.• Increase human capacity.• Increase national and local prevention efforts using
successful experiences from others.• Improve the quality of data at national, regional and
global levels.• Monitor progress at the national, regional and global
levels.
- non monthly -
DECADE GLOBAL PLAN
Five pillars for a Safe Systems approach
Road Safety Management
Safer User behaviour
SaferRoads & Mobility
Safer Vehicles
Post-crash response
www.who.int/roadsafety/decade_of_action/
How to Influence Behaviour Change?
www.who.int/roadsafety
Key Behavioural Risk Factors
In the “Safer User behavior” Pillar of the Decade of Action we need road users to recognise the key ‘risk factors’ of:
• Non use of helmets• Non use of seat belts• Drink and Driving• Excessive and inappropriate speed
This requires changing behaviour through a combination of education, awareness and enforcement campaigns.
Effective campaigns should be based on a good understanding of the complexities of human behaviour using the disciplines of social psychology, and behavioural economics.
Social Psychological Model of Human Behaviour
Three layer model to explain human behaviour.
Personal ‘micro’ factors - that are intrinsic to theindividual such as their level of knowledge or their belief in their ability to change their behaviour and habits;
Social ‘meso’ factors - which are concerned with how individuals relate to eachother and the influence of other people on their behaviour;
Environment ‘macro’ factors - that include both local factors such as the area anindividual lives and wider factors such as the economic and technological development of the society as a whole over which individuals have little control.
Source: Communications & Behaviour Change - Report by the UK Central Office of Information
Wider Environment
Local Environment
Social
Personal
Promoting Behaviour Change
Five Step Process
EncourageEngage
Exemplify
Enable
Leading by example Demonstration projects Promote results
Remove barriers Give information Provide facilities and
alternatives Educate/train/provide
skills
Community action and co-production
Champions/opinion formers
Media campaigns Mobilize networks
Recognition/social pressure
League tables Penalties and
enforcement Incentive schemes
BehaviorChange
Four Es for Behaviour Change
THE NIGHT WITHOUT ACCIDENTS NWA -TUNISIA-
Historical overview of the eventNight Without Accident was first launched in Belgium in 1995.
Since 2003, the action was extended to other European countries with support from the European Commission.
In 2009, 600 volunteers were present in 200 clubs located in 25 countries : Austria, Belgium, Bulgaria , Cyprus, Czech Republic, Denmark, Estonia, Finland, France , Germany, Greece , Hungary, Ireland , Italy, Latvia , Lithuania, Luxembourg , Malta, Netherlands , Poland, Portugal , Romania, Slovenia , Slovakia and Spain .
In 2012, this European event took place in the 27 Member States as well as in Tunisia .
www.europeannightwithoutaccident.eu
It was the first time that this European initiative of a regional simultaneous event
on sensitizing against drink driving is imported in Africa and in an Arab country.
THE NIGHT WITHOUT ACCIDENTS NWA –TUNISIA-
Collaboration with the National Observatory of Road Safety. This public establishment helped in giving
breathalyzers for the action.
• 30 volunteers among the Young drivers forum of ATPR on the field;
• 400 youngsters targeted in a 3 in 1 Center of Clubbing (3spaces with a commun entrance)
at La Marsa , in the North Suburbs of the capital Tunis;
• 100 Slouma designated drivers achieved, 52 alcohol tested at the end : 100% safe.
SUM UP OF THE EVENT
VolunteersDuring the evening the volunteers were mostly dressed
with black T-Shirts and retro reflective vests branded Tunisian Association of Road Safety making volunteers to look as TEAM.
Volunteers were selected among the Young Drivers Forum of ATPR according to their motivation and availability to participate to the event, their character and how pleasant they were to the public.
Volunteers
Volunteers
Volunteers
Volunteers
The animation of the event
- 5 volunteers appointed to each stand x 4 stands = 20 young volunteers
- 10 volunteers in mobility around , to interact with the public of youngsters, sensitizing especially about the risks of drunk drinking with the "disc simulator" which is an ATPR tool giving the time you need to come back under 0,5g/L of alcohol on the blood depending on the sex, the weight and the number of beer taken.
The animation of the event
• POSTERSVolunteers have also placed in many walls of the club the NWA event poster
The animation of the event
• POSTERSVolunteers have also placed in many walls the posters of the Common European Campaign of
the EYFRS “you play with fire” in three languages (Arabic, French and English)
The animation of the stands
27
At the common Entrance: “Slouma the Designated Driver”
The one who drives is the one who does not drink, each group of young entrants in the Club center
appoints a person who responsibly choose not to drink to drive safely his friends later .
Slouma is our Tunisian Sam or Bob; Slouma is a pun on the arabic first names Selim (man)
and Selima (woman) which mean Safe.
At the common Entrance: “Slouma the Designated Driver”
Slouma is the tunisian designated driver ; He will wear a bracelet and already win some gifts.
At the end, the person has to confirm her sobriety through an Alcohol Test.
He can participate to a draw of lottery and be among the big winners of luxurious gifts
offered by our sponsors.
At the common Entrance: “Slouma the Designated Driver”
At the common Entrance: “Slouma the Designated Driver”
At the common Entrance: “Slouma the Designated Driver”
At the common Entrance: “Slouma the Designated Driver”
If youngsters accept to be the designated driver they directly have some gifts from our sponsors Bridgestone and Too Fast (pneumatic
and services) like a bracelet, a key chain, and a voucher.
100 bracelets were distributed during the evening and 52 youngsters came back to do the breathalyzer tests.
At the end of the night, if their breathalyzer gives a negative result, they were safe, and they can participate to a draw of lottery to win the big prices given by our sponsors: a mug branded Bridgestone-
Trophies - 3 Formula 1 Caps and the first price was a luxurious Festina Watch!
At the common Entrance: “Slouma the Designated Driver”
At the common Entrance: “Slouma the Designated Driver”
The results
100% were safe at the end of the night (46% women / 54% of men)
The winners of the big prices
ADDITIONAL ACTIONS: TNWA Innovation
In fact we designed the Event as many Stands of sensitization
upstream and downstream the heart of the Action which is “Slouma the Designated Driver”
to promote the adoption of this behaviour and then to emphasize it.
At the Entrance hall: The Stand called “The corridor of Death”
Funny Action with the tool Googles FATALVISION which reflect the impact on consumption for 4 beers.
Volunteers have to convince people to try the googles and move in the hallway without hitting anything!
It’s the first step in the sensitization process about Drunk Driving.
It must prepare the field to the Stand coming after « Slouma the designated Driver ».
In general youngsters are more receiptive after the experience of the googles!
At the Entrance hall: The Stand called “The corridor of Death”
At the Entrance hall: a Stand called “The corridor of Death”
At the Entrance hall: The Stand called “The corridor of Death”
At the Plug Rock Bar Terrace: the Stand “The Smart Driver”
Funny Action with the tool Distract - a - Match .
set of awareness on the dangers of distractions (phone - music) while driving in terms of reducing ability to concentrate.
At the Plug Rock Bar Terrace: the Stand “The Smart Driver”
Inside the Plug Rock Bar : the Stand “ The Zen Driver”
Throughout the evening, a young and volunteer physiotherapist will offer to the public
her relaxing services. To massage the neck for 5 minutes
may remind young people through inhabitual actions the dangers of driving while tired , lack of sleep ....
Inside the Plug Rock Bar : the Stand “ The Zen Driver”
Inside the Plug Rock Bar : the Stand “ The Zen Driver”
Huge Media coverage
National and regional Radio interviews, internet publications, TV interviews, press articles.
This press coverage is useful for the NGO because it gives more credibility, more notoriety, it is then easier to get volunteers and funds to achieve the aim of the organization.
Media coverage• PRESS Press release went out at the week of the event.
• VideoInterviews from youngsters who participated to the event • RADIOInterviews took place related to the event:Interview in RTCI Tunis Radio International Channel (18/10 from 6 to 7.30
PM)Interview in Oxygen FM (19/10)Interview in Mosaique FM (20/10 News of 6.00 PM)Interview in RTCI (Tunis Radio International Channel) on live at 7.00 PMInterview in Radio Monastir ( 21/10 News of 12.00)
• SOCIAL MEDIAA facebook banner was created about this project and many persons
uploaded the banner as cover photo on their facebook profil. Teasing on Facebook. All the photos of the Action were put on an Album on the Facebook Group
• POSTERSPosters sized 4x1 m printed and hung in several big places in the center
town of Tunis, outside and inside the clubs.
Media coverage
Impact of the campaign in Tunisia
• Curiosity: Many young people questioned about the activities of ATPR and specifically about the event ENWA even if they were not very familiar in Tunisia about the bracelets and the whole process.
• Galvanized enthusiasm for the issue amongst ATPR youngsters volunteers. Volunteers were very motivated and did a great job with youngsters even if it is not easy to change the mentality in Tunisia.
• Galvanized enthusiasm for the issue amongst government agency of RS.
• Nationally recognized as one of the most creative/innovative young awareness campaign.
CONCLUSION
This synergic work targeting youngsters had as objective: increasing awareness and influencing
positive public behaviors in the area of drink driving and distract driving .
It was also an example of how we can profit from some regional campaigns in a local scale, including some combinations, adaptations and innovations on the action process which should match more with the environment specificities and then achieve the goal.
What is the role for an NGO?
Assess the situation
Justify the need to act
Establish working group
Implement action plan
Develop the action plan
Evaluate
NGO acts as catalyst
NGO supports action: Awareness raising‘trust’ factor
Thank you for your @ttention