Enabling Economic Corridors

through Sustainable Transport Sector

Development – Road Safety Component

60 Second Project Update:

June – August 2018

Developing Pakistan’s 1st

National Road safety Campaign

National Road Safety Campaign Overview

• All road users

• National

• Motorcycle riders

• 18-35 years

• 8 Target cities (Islamabad, Rawalpindi, Lahore, Peshawar, Karachi, Quetta, Muzaffarabad and Gilgit)

• Drivers and front seat passengers

• 20-35 years

• 8 Target cities

National Road Safety Campaign Overview

• The campaign will include

T.V Radio Newspapers Social Media

Billboards PostersCinema

Agency Appointed

Filming (Around Lahore)

First Draft concepts

Focus Group Discussions Client and Key Stakeholder

Review

Meetings with key stakeholders (Police, WHO, Nestle, MoNHSR etc)

Final concepts

Research on key issues

Campaign Development Timeline

Focus Group Discussions to review TVC concepts

Karachi

Lahore

Focus Group Discussions to review TVC concepts

Peshawar

Quetta

Changes to TVC concepts based on Focus Group Findings and Key Stakeholder Feedback

Launch TVC

MoC FEEDBACK

1. Include intersection scene after scene 2

2. Film vehicles on GT Road

Launch TVC

KEY FOCUS GOUP FINDINGS:

The ‘5 minute’ statistic has the most impact

5 minute must be in English text

Clock graphic to be added

New information - “It is estimated that every 5 minutes someone is killed or badly injured in a traffic crash on Pakistan roads”. (Based on WHO statistics)

Original Statistic

Final Statistic

30,000

Voiceover: an average of 30,000 Pakistanis lose their lives in road accidents.

FGD Seatbelt TVC changes after

Original concept

Revised concept

KEY FOCUS GOUP FINDINGS:

Confusion caused by mobile phone

Wife’s interaction with husband perceived to cause crash

Motorcycle Helmet TVC changes after FGD’s

WHO Pakistan FEEDBACK:

‘facts should be added after scene 5 to strengthen the impact of the TVC.

Punjab Traffic Police pledge to implement a coordinated Police enforcement campaign on 3rd July, 2018

Islamabad Traffic Police Station Director and Education Director are developing social media videos to enhance the National Road safety Campaign

Day 1: Filming the Helmet and

Seatbelt TVCs

Assistant Director after 36 hours of continuous

work

Day 2: Filming the Launch & Seatbelt TVCs

Thematic TVC Thematic TVC

Next Step: National Launch & Campaign Implementation!

For further information on the project’s progress please contact:

Ms. Rosemary Rouse

Team Leader, NTU

Tel: +92 3 365188807

Email: ror@ntu.eu

http://www.roadsafetypakistan.pk/