user outreach and esafety awareness jacob bangsgaard director of external affairs and communications...
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User outreach and eSafety
awareness
Jacob BangsgaardDirector of External Affairs and Communications
ETSC Conference, Brussels21 February 2006
21 February 2006 • ETSC Conference, Brussels
ERTICO – ITS EUROPE
The main obstacle for road safety – The driver
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Don’t drink and drive
Use your seat belt
Keep the speed limits and follow the traffic rules
Road safety campaigns
21 February 2006 • ETSC Conference, Brussels
ERTICO – ITS EUROPE
Why do we need user awareness for eSafety?
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Commissioner Vivian Reding:“…we would like to take measures to ensure that the benefits of our technological research become more visible for the citizens”
Difficult to explain - sell
Low public awareness
High price – high maintenance cost
Privacy concerns
Deployment obstacles:
21 February 2006 • ETSC Conference, Brussels
ERTICO – ITS EUROPE
How do we explain eSafety today?
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Adaptive Cruise ControlLane Keeping AssistAutomated Parallel ParkingLow Speed FollowingElectronic Stability ControlNight visionLane departure warningForward Collision WarningCollision Mitigation BrakingeCallBlind spot monitoringAdaptive head lightsObstacle & collision warningExtended information (Extended FCD) RTTI (Real-time Traffic and Travel Information)Dynamic traffic managementLocal danger warningSpeed Alert
21 February 2006 • ETSC Conference, Brussels
ERTICO – ITS EUROPE
How is the message perceived?
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21 February 2006 • ETSC Conference, Brussels
ERTICO – ITS EUROPE
New eSafety messages
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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
21 February 2006 • ETSC Conference, Brussels
ERTICO – ITS EUROPE
How do we create the message?
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CHANNEL EFFECT WHAT WHO WHOM
Experts
Trustworthy
Credibility Message
Persuasion
Information
News value
Media
Education
Campaigns
Advertising
Professionals
Target Gr.
Opinion Leaders
Opinion Seekers
Opinion Followers
Attention
Interest
Desire
Awareness
Media contact
21 February 2006 • ETSC Conference, Brussels
ERTICO – ITS EUROPE
How do we proceed?
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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
21 February 2006 • ETSC Conference, Brussels
ERTICO – ITS EUROPE
When do we create the message?
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1960 1970 1980 1990 2005 2010 ?
safety cell
safety bells
crumple zone
head restraints
front bag
advanced seat belts
side impact protection
side airbag
safety pedalscompatibility
adaptive restraints
ABSTraction control
ESC
Adaptive Cruise ControlBrake assist
Active suspensionlane detection
Rollover Stability Control - ARCBlind sport detection
Collision mitigation (pre-crash)
Lane keeping assist
Unified Chassis Control
Active driver assist
Active accident avoidance
Passive safetyActive safety
Active safety enablers
LR radar
Throttle by wireactive steeringVision systems
sensor fusion
steer by wire
driver state
short range radar
Brake by wire
Government regulations
Industry standardsV2V, V2I
Sa
fety
Po
ten
tia
l eCall
21 February 2006 • ETSC Conference, Brussels
ERTICO – ITS EUROPE
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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.
21 February 2006 • ETSC Conference, Brussels
ERTICO – ITS EUROPE
• eSafety Forum stakeholder support• Support to i2010 Intelligent car initiative• Support to the eSafety Communications Platform• Running ESC (Electronic Stability Control) pilot
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Funded by the European Commission
www.eSafetySupport.org
21 February 2006 • ETSC Conference, Brussels
ERTICO – ITS EUROPE
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eSafety Support eSafety Forum
High-level meetings
Steering Group
Plenary meetings
Working Group
Working Group
Working Group
Working Group
…
European Commission
eSafety Roadmap
WP3
eCall Support
WP4
User Outreach
WP5
Priject Management
WP1
Dissemination
WP6
eSafety Forum Support
WP2
Observers Group Management Group
21 February 2006 • ETSC Conference, Brussels
ERTICO – ITS EUROPE
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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
21 February 2006 • ETSC Conference, Brussels
ERTICO – ITS EUROPE
Thank you…
Jacob BangsgaardDirector of External Affairs and Communications