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User outreach and e Safety awareness

User outreach and e Safety awareness

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User outreach and e Safety awareness

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  1. User outreach and eSafety awareness Jacob Bangsgaard Director of External Affairs and Communications ETSC Conference, Brussels 21 February 2006

  2. 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 2

  3. 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 3

  4. 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 4

  5. How is the message perceived? 5

  6. 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 6

  7. WHO WHOM WHAT CHANNEL EFFECT Credibility Message How do we create the message? Target Gr. Media Awareness Experts Opinion Leaders News value Campaigns Attention Opinion Seekers Information Trustworthy Education Interest Persuasion Professionals Desire Opinion Followers Advertising Media contact 7

  8. Communication Platform Media work Marketing Political work • Consumer Information (Functions) • Driving schools • Consumer Test • Media Launch • Consumer Information (Products) • Advertising • Dealer Training • Incentives • Tax • Insurance Labelling How do we proceed? 8

  9. When do we create the message? 9

  10. ERTICO Communications Task Force • Communication/marketing representatives from Partner organisations and from ITS Nationals. • Pool their collective communications experience to create more efficient messages. 10

  11. 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 11

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  13. 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 13

  14. Thank you… Jacob Bangsgaard Director of External Affairs and Communications j.bangsgaard@mail.ertico.com 14