Road safety stragedy in Iceland Awareness campaigns Road

Road safety stragedy in Iceland Awareness campaigns Road Safety in Iceland Sturla Böðvarsson Minister of Transport

Road safety stragedy in Iceland Awareness campaigns • Minister of Transport Responsible for Road Safety Since 2004 • Road Safety Included in the National Transport Plan 2005 • The Objectives: • Number of fatal accidents per 100. 000 inhabitants will be among the lowest in the world • Number of fatal accidents and seriously injured will decrease of 5% every year to 2016 • Executive Committee on Road Safety with Participation of the Road Administration, Road Traffic Directorate and National Police Commissioner

Road safety stragedy in Iceland Awareness campaigns • Speed Control • Fatal Accidens and Serious Accidents Most Frequent In Non. Urban Areas • Contract with The National Police Commissioner 2005 to Address the Problem • Focus on Known Dangerous Road Sections in Non-Urban Areas • Concurrent Awareness Campaigns • Good Results • New Contract in February 2006

Road safety stragedy in Iceland Awareness campaigns • Example of Awareness Campaign • The Title is “Victims” • Addressed to the Feelings of the Viewer • “Behind Every Fatal Accident is A Real Person” • The Purpose is to Change Behaviour of Drivers • The Music is very Important Element of the Clip • Voted Best Campaign in Iceland 2004 in the Category “Public Health & Safety” • Awarded Gold Medal in Eurobest 2004 in Same Category

Road safety stragedy in Iceland Awareness campaigns

Road safety stragedy in Iceland Awareness campaigns Gallup Survey on Awareness and Effectiveness of the Campaign • 66, 8% rates the campaign between 8 -10. 2 nd highest rate in Gallup’s History in Iceland for Commercial Campaigns • 85, 5% Understood the Message from the Campaign • 38, 4% Believe That the Campaign Will Change Their Driving • 27, 1 Believe it Will Have No Effect on Their Driving

Road safety stragedy in Iceland Awareness campaigns Road Safety in Iceland Has Improved Injured People per 100. 000 Inhabitants in Icelandic Road Traffic Fatal Injuries Serious Injuries Minor injuries Total Average 2000 -2004 9, 1 52, 2 408, 2 469, 5 2004 7, 8 39, 2 354, 6 401, 6 2005 6, 3 42, 1 301, 6 350, 0