Campaign "Attention to the Road" became the best social project in Russia in the category "Social Marketing"

25 June 2021

The social campaign "Attention to the road" was organized in 2020 by the State Traffic Inspectorate of the Ministry of Internal Affairs of Russia together with the Ministry of Education and the Ministry of Transport of Russia with the support of the expert center "The Road Safety Russia" within the framework of the federal project "Road Safety" of the national project "Safe and high-quality automobile roads ". This became known on June 24, 2021 at the official award ceremony of the competition "The Best Social Projects of Russia".

The campaign was aimed at preventing traffic accidents related to traffic violations due to distraction among all categories of road users. The theme of the campaign was chosen due to a structured analysis of statistics and the nature of road traffic offenses. According to the WHO, talking on a mobile phone while driving increases the risk of getting into an accident by about four times. At the same time, the use of a mobile headset does not reduce the risk, and if the driver writes or reads SMS messages, it increases more than 20 times.

As part of the Attention to the Road campaign, about 3,000 events were held in 15 regions of Russia, reaching more than 200,000 people. More than 15 thousand posts were published on social networks, the total reach of users exceeded 5 million people.

“It turns out that the problem is still not in the infrastructure, not in control, not in the current regulatory documents, but in the behavior model of road users,” Vadim Melnikov is sure. “That is why the social campaign“ Attention to the Road ”is intended to change this model of behavior. As shown by expert studies, most pedestrians and drivers put themselves at risk on the road every day due to a lack of concentration on the road and a lack of understanding - how dangerous it is.

 “The campaign, the main goal of which is to reduce road traffic accidents related to distraction, has become one of the main tools to achieve the goals of the national project“ Safe and Quality Roads ”. I am sure that this systemic, large-scale work will bring even more significant results in the future, ”said Oleg Ponaryin, Deputy Head of the Main Directorate for Road Safety of the Ministry of Internal Affairs of the Russian Federation.

According to the national project "Safe and High-Quality Roads", by 2024, mortality from road traffic accidents should decrease by 3.5 times compared to 2017, and amount to no more than four people per 100 thousand inhabitants. And by 2030, there is an ambitious goal - the pursuit of zero deaths in road accidents. This goal looks fantastic, however, given the rate of decline in mortality on Russian roads, there is every reason to believe it is quite achievable.



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