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Safe rail-road level crossing – „Stop and live!” European Commission Workshop on Level Crossing Safety Tallin, 16 March 2011.

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Prezentacja na temat: "Safe rail-road level crossing – „Stop and live!” European Commission Workshop on Level Crossing Safety Tallin, 16 March 2011."— Zapis prezentacji:

1 Safe rail-road level crossing – „Stop and live!” European Commission Workshop on Level Crossing Safety Tallin, 16 March 2011

2 THE HISTORY 2005 beginning of the campaign 2005-2009 activities carried out from June until August every year by only one employee in Promotion Office 2009-now year-round campaign 2010 creation of public campaigns coordinator position at the company’s headquarter along with hiring twenty-three people responsible for publiccampaign

3 COMPANY PERSONEL INVOLVED

4 p decrease of accidents level on rail-road crossings THE CAMPAIGN’S GOAL:

5 TARGET GROUP adults and kids bicycles, drivers, pedestrians journalists

6 INSTRUMENTS UTILIZED DURING THE LAST YEARS’ EDITION OF THE CAMPAIGN: kids’ corner on the website

7

8 Z international LX safety bookmark

9

10 LX failure notification form

11

12 newsletter - news - press briefings - coming soon…

13

14 cell-phone ringtone composed on the base of a TV spot

15 social media: NASZA KLASA (in English: classmates)

16 2 facebook

17 educational performance for kids „Aban and safe LX”

18 over 16 000 kids 53 shows

19 e-banners placed on various internet pages

20 railway cars covered with campaign’s graphics

21 leaflets (300 000 pcs.) - for kids(150 000 pcs.) - for adults (150 000 pcs.)

22 posters (5 000 pcs.) - for kids (2 000 pcs.) - for adults (3 000 pcs.)

23 billboards (6 x 3 m, 1 200 locations)

24 banners on level crossings (313 locations)

25 recording of a TV show “Polish roads”

26 briefings, press conferences, leaflet actions (around 70 events)

27 80 meetings in kindergartens, primary schools, high schools, colleges

28 meetings at driving schools and scout camps

29 11 accident simulations

30 30 outdoor events, family and media picnics concerning safety on level crossing

31 s TV SPOT (10 TV STATIONS, 7 022 VIEWS ) TVP S.A. Telewizja Wałbrzych Teletop Gorzów Wlkp. TV KARAT Wolsztyn TV Odra TeleŻet Żary ZTK Zbąszyń Tele Hadek TV PODLASIE Telebimy w Siedlcach Telewizja PROART TELETOP Kalisz Telewizja Sud Kępno Telewizja Leszno Telwizja TV Sieradz

32 radio spot (16 radio stations, over 1 000 broadcasts) Radio 5 Suwałki Polskie Radio Jedynka Radio Alex Nowy Sącz Nasze Radio Łódź Radio Zachód Radio Centrum Kalisz Radio Sud Kępno Radio Elka Leszno Radio Katowice Radio Jard Radio Jard Radio Kielce Radio Plus Radom Radio Rzeszów Radio VIA Rzeszów Radio Kaszebe Radio Lublin

33 cooperation with navigation software developers -Mio -Igo -GoClever -NavRoad -Cruser

34 promotional gadgets (examples)

35 over 200 press articles

36 contests and competitions

37 50 company vehicles covered with the campaign’s design

38 participation in a quiz show, which was broadcasted on the 26 th December last year on TV; it was viewed by 6 million people; two public campaigns competed with themselves

39 „Safe Monday”

40 project evaluation research - 57% of researched people know the campaign; - 37% said TV spot had been the most recognizable; - 88% noted that the campaign was worth to remember; - because of the campaign the every fourth person started to talk about safety rules with their friends or family;

41 new ideas -C AMPAIGN PLOTS IN POPULAR TV SERIES - AUCTIONS - BOOK FOR KIDS

42 Thank you for attention… Katarzyna Kucharek k.kucharek@plk-sa.pl +48 22 47 324 48, +48 600 084 078 PKP Polskie Linie Kolejowe S.A. Biuro Informacji i Promocji Targowa 74 03-748 Warszawa Polska


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