New Technologies and Social NetworksTaking road safety online effectively

Presented by: Manpreet Darroch Communications Officer – Youth for Road Safety4th European Youth Forum for Road Safety European Commission Brussels, 25/11/11

Agenda• Taking road safety online• Advantages and Disadvantages of

social media• Importance of online presence• Examples @ YOURS• Conclusion

www.youthforroadsafety.org

Introduction• Manpreet Darroch • Communications Officer @ YOURS• Manage online outreach• Design online campaigns • Embrace Life Campaign (2011) • World Crossing Campaign (2010)• Director of Tune into Traffic UK

www.youthforroadsafety.org

Taking Road Safety Online

• Many organization are already online• Internet is most used media in Europe• Social media is a powerful tool for

outreach• Massive potential to reach young

people with your road safety message!

www.youthforroadsafety.org

Advantages

• A good tool to use to publicize your work• Costs very little money to set up online• Easy to create Facebook groups etc• Online participation can be easier than face

to face• Cross border collaboration can be

facilitatedwww.youthforroadsafety.org

Disadvantages

• Your message can be caught up in ‘commercial noise’

• Harder to gauge participation and commitment

• Not as effective as a face-to-face conversation?

• User drop-out• Hits do not necessarily indicate attitude

change www.youthforroadsafety.org

Solutions – Examples at YOURS

• How do we take road safety campaigns online effectively?

• How do we ensure online participation?

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Importance of online presence

• Advocacy is incredibly important for road safety

• Setting yourself up online is a great place to start

• Social media can be an effective tool to create a movement

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Social media revolutions?

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Going online effectively

Embrace Life = Online Awareness Campaign

• Asked people from around the world to show us ‘how they embrace life’ and accordingly, commit to road safety with a photo.

The campaign began with a strategy plan including:

- Concept - Start date and end date- Which medias we would use (online)

- Online media timeline- People to contact to get involved

www.youthforroadsafety.org

Easy to take part• A picture was the entry criteria• Incentive = 1000 euros for best

entry• Endorsements = by

photographers• Creates a buzz and movement

via facebook and our website

• Use your own networks to engage others

• Engage those not active in road safety

• Great resultswww.youthforroadsafety.org

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Conclusion

• Advantages and disadvantages to online networks

• Put your organization online – it’s where youth are!

• Be strategic and think about HOW you use social media

• Don’t give up – sometimes it takes time to see results www.youthforroadsafety.org

Join the Global Youth Network for Road Safety

www.youthforroadsafety.org`THE MINE SECTION

manpreet@youthforroadsafety.org for questions…

We are here to support your work and publicize your projects!