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

4119

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6063

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5410

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1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 (P)

De

ath

s

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

THANK YOU

www.inteligenciavial.com

www.fpv.org.co