National Road safety Campaign Project Update: June August 2018
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Enabling Economic Corridors through Sustainable Transport Sector Development – Road Safety Component 60 Second Project Update: June – August 2018 Developing Pakistan’s 1 st National Road safety Campaign
Transcript of National Road safety Campaign Project Update: June August 2018
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: [email protected]
http://www.roadsafetypakistan.pk/
