“Brake in Advance!” public awareness campaign named best PR project of the year

03 September 2014

For the second year running, the winner of best PR campaign at the annual Shield and Pen awards is a project of the General Department of Road Traffic Safety, the Russian Association of Motor Insurers (RAMI) and NGO Road Safety Russia. The awards ceremony for the 2014 winners took place on 2 September in Irkutsk and was attended by Russian Minister of Internal Affairs, Colonel General of the Police Vladimir Kolokoltsev. At the ceremony 22 prize winners and seven overall winners were announced and a special prize was also awarded.

The public awareness campaign, “Brake in Advance!”, ran from February to April 2014. The main aim of the project was to reduce the number of accidents due to drivers failing to observe the rules for uncontrolled pedestrian crossings. The organisers of the public awareness campaign sought to convey to drivers the importance of slowing down in advance on the approach to zebra crossings. They ran master classes, training courses, competitions and special lessons in schools. The “Brake in Advance!”  campaign succeeded in engaging government officials, recognised scientific experts, professional drivers, public figures from the worlds of arts and culture, Olympic champions, racing car drivers and, indeed, everyone who is concerned about road safety. During the course of the campaign, events were held in ten Russian regions (the Chuvash Republic, Perm Krai and St Petersburg and the Vladimir, Kaluga, Moscow, Nizhny Novgorod, Novgorod, Omsk and Yaroslavl regions) and met with a great response from the public. 

“I am delighted that our activities are being commended at such a high level – this is the second year running we have won this wonderful award”, said Road Safety Russia President, Natalia Agre, in response to the announcement of the competition results. She continued: “Our expert centre was set up eight years ago and since then we have come such a long way. We have established a solid base of knowledge and experience and, of course, links with excellent partners who support our initiatives and help us to put them into practice. It is important for us to understand that public awareness campaigns, including road safety initiatives, require proper expertise and a professional approach. We can’t have individual activities and events and make isolated promotional films – it is essential we ensure a coherent, joined-up approach for all our activities, with a shared overall idea. The data on the results of our campaigns show that we are on the right track. We hope that our future campaigns will be just as successful.”  

Road Safety Russia was represented at the awards ceremony in Irkutsk by leading staff member, Alexander Revskiy. The Shield and Pen competition is run by the Russian Ministry of Internal Affairs for journalists from national and regional media organisations, representatives of Russian NGOs and law enforcement agency employees, as well as representatives from the editorial offices of media outlets in CIS member states. 



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