Road Safety Russia Projects Win Ministerial Award

03 October 2013

The award ceremony for the “Shield and Lyre” international competition run by the Russian Ministryof the Interior was held in Rostov-on-Don on 2 October. The awards were presented by the Russian Minister of the Interior of Russian Federation, Police Colonel-General Vladimir Kolokoltsev.

Three of NGO Road Safety Russia's public awareness campaigns won the category “PR Project of the Year”: 'Car Seats for Children', 'Buckle Up!' and 'Walk of Life'.  All three large-scale projects were run in 2012-2013 by NGO Road Safety Russia, with the support of the General Department of Road Traffic Safety of the Russian Ministry of the Interior and the Russian Association of Motor Insurers (RAMI).

Yuri Shalimov, CEO of the Red Star media holding, presented a certificate and statuette to Road Safety Russia President, Natalia Agre, and thanked her for the organisation’s work.

Commenting on the award, Ms Agre said, “We are grateful that these projects have been commended at such a high level, but it is even more important for us that the issue of road safety has constantly been a priority for the Ministry of the Interior. Of course, this is not just our award; it is also for the General Department of Road Traffic Safety and RAMI. For many years now, the General Department of Road Traffic Safety has led extensive, multifaceted work on road safety. Supporting this work is a complex and major undertaking for the government. It is only by uniting forces that we can change the situation on the roads. Therefore, we are constantly working on the key themes identified. For example, we are currently putting together a working group to propose amendments to national standards on child restraints for child passengers and the installation of these restraints in vehicles. We are confident that this will save the lives of many children.”

RAMI President, Pavel Bunin, noted that a holistic approach is required to increase road safety in Russia. He said, “Of course, we must improve the work of insurers and the quality of the work of service centres. But we must not underestimate the importance of educating road users and improving attitudes and behaviour on the roads. This is why RAMI has been running public awareness campaigns for many years, together with the General Department of Road Traffic Safety and NGO Road Safety Russia. And we are delighted that these campaigns have merited recognition by the Ministry of the Interior.”

The “Shield and Lyre” competition is now in its twelfth year. Entries are submitted by journalists from all over Russia who cover the work of the police. The jury previously comprised members of the Ministry of the Interior’s press service. This was criticised for being insufficiently impartial, and so this year the jury was formed exclusively from representatives of the media, human rights organisations, and the Public Council under the Ministry of the Interior.


For information:

The public awareness campaign “Buckle Up!” won an award at this year's Red Apple Moscow International Advertising and Marketing Festival. The central element of the campaign, a television advert entitled “Palekh Box”, took silver in the “TV and cinema advertising” category for its visual effects and animation.

The public awareness campaign “Car Seats for Children” has been commended numerous times in various competitions and advertising festivals. The central element of the campaign, a television advert entitled “Hints”, won the gold “Otto Car” award in the Road Safety and Accident Prevention category at the AutoVision festival. The advert was also recognised Best European Road Safety TV Advert at the Global Road Safety Film Festival. In addition, the “Car Seats for Children” campaign was named Social Project of the Year for 2013, and it received a Golden Teddy (an national award for goods and services for children).  It has also won other prizes at festivals and competitions, including 25 Kadr, the Kiev International Advertising Festival, White Square and Red Apple.



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