Transcript Document 7559047

User outreach and
eSafety awareness
Jacob Bangsgaard
Director of External Affairs and Communications
ETSC Conference, Brussels
21 February 2006
The main obstacle for road safety
– The driver
Road safety campaigns
 Don’t drink and drive
 Use your seat belt
 Keep the speed limits and follow the traffic rules
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21 February 2006 • ETSC Conference, Brussels
Why do we need user awareness for
eSafety?
Commissioner Vivian Reding:
“…we would like to take measures to ensure that the benefits of
our technological research become more visible for the citizens”
Deployment obstacles:
 Difficult to explain - sell
 Low public awareness
 High price – high maintenance cost
 Privacy concerns
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How do we explain eSafety today?
Adaptive Cruise Control
Lane Keeping Assist
Automated Parallel Parking
Low Speed Following
Electronic Stability Control
Night vision
Lane departure warning
Forward Collision Warning
Collision Mitigation Braking
eCall
Blind spot monitoring
Adaptive head lights
Obstacle & collision warning
Extended information (Extended FCD)
RTTI (Real-time Traffic and Travel Information)
Dynamic traffic management
Local danger warning
Speed Alert
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How is the message perceived?
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New eSafety messages
eCall – Let your car call for help when you need it the most
GST – Open the door to the services you need
PReVENT – Make your car more intelligent and safe to be in
AIDE – Make sure that you are not distracted when you should be
alert
SPEEDALERT – Your car tells you how fast you should go
TMC – Be informed so you don’t get caught off guard
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How do we create the message?
WHO
WHOM
WHAT
CHANNEL
EFFECT
Credibility
Target Gr.
Message
Media
Awareness
Experts
Opinion Leaders
News value
Campaigns
Attention
Trustworthy
Opinion Seekers
Information
Education
Interest
Opinion Followers
Persuasion
Professionals
Desire
Advertising
Media contact
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How do we proceed?
Communication Platform
Media work
• Consumer
Information
(Functions)
• Driving schools
• Consumer Test
• Media Launch
Marketing
• Consumer
Information
(Products)
• Advertising
• Dealer Training
Political work
Incentives
• Tax
• Insurance
Labelling
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When do we create the message?
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ERTICO Communications Task Force
• Communication/marketing
representatives from Partner
organisations and from ITS
Nationals.
• Pool
their
collective
communications experience to
create more efficient messages.
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Funded by the European Commission
•
•
•
•
eSafety Forum stakeholder support
Support to i2010 Intelligent car initiative
Support to the eSafety Communications Platform
Running ESC (Electronic Stability Control) pilot
www.eSafetySupport.org
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European Commission
Plenary meetings
Steering Group
eSafety Forum
eSafety Support
High-level meetings
Management Group
Observers Group
Working Group
WP1
Priject Management
Working Group
WP2
WP6
eSafety Forum Support
Working Group
Dissemination
Working Group
WP3
eSafety Roadmap
…
WP4
WP5
eCall Support
User Outreach
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Conclusion
 Simple and credible messages are essential
 Technical communication must be avoided
 Media campaigns are effective but require constant
news and are difficult to sustain for longer periods
 Consumer tests gives a high penetration in the media
but difficult if products show only small differences
 Labelling needed to brand eSafety
 Lives can be saved every day - if we progress
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Thank you…
Jacob Bangsgaard
Director of External Affairs and Communications
[email protected]
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