A social campaig for safe road traffic began in Moscow, timed before the First Global Minister-Level Conference on Safe Road Traffic to be held in the capital on November 19-20, 2009.

The campaign was initiated by GIBDD (Russian National Road Traffic Safety Inspection); its communication strategy was developed and implemented by Zavod Social Communication Agency.

The social campaign covers three consecutive stages that precede the global event in Moscow, where Russia intents to launch international initiatives in traffic safety.

3,000 saved lives as the result of GIBDD planned effort and the gradually changing awareness of all traffic participants: this is the main message of the campaign to be presented next October. If they are to understand the need for further measures to bring order to the Russian roads and get involved in the process with full awareness, people must know that the traffic situation is changing.

Stage 3 of the social campaign that is to begin on November 1 and continue until the end of the First Global Minister-Level Conference for Road Traffic Safety, will demonstrate Russia’s involvement in the traffic safety movement. Apart from declaration of key initiatives, greetings will be extended to the conference attendees, including profile ministers of over 100 nation states, and representatives of international, regional and local governments and NGOs.

Traffic injuries have become a major public health problem and the leading fatality and injury cause global-wise. About 1.3 million die in road accidents annually, leaving 50 million injured or disabled.

A major key to the solution of this global problem is the need for each traffic participants to clearly grasp its scale, both globally and regionally.

Russia has had its doleful contribution to the global traffic accident statistics. Stage one of the social campaign has the purpose to inform the broad public about losses on the roads. As priority for this stage, GIBDD honestly and openly announces the annual casualty rates in our nation: 30 thousand dead, including over a thousand children. Because this problem is caused by a whole set of imperfections in our society, this message is also addressed to all levels of governments in charge of road conditions, infrastructure and the road sign system.

Each citizen – a driver, a pedestrian, an official, a parent – must know the measure of its responsibility in reducing the traffic accident rate.

Stage one of the campaign will be between September 1 to 30, using 100 billboards, 18 cross-street banners, and 17 street displays will demonstrate 15-second videos 6 times an hour.

Stage two of the social campaign will tell of Russia's achievements in improvement the road traffic safety system. Despite the extremely complicated road situation inherited from the roaring 90s, the society has successfully overcome its aggressive road behavior stereotypes.

Implementation of the Federal Target Program ‘2006-2012 Road Traffic Safety’ has reduced road traffic fatalities by 10%, while injury rate has been reduced by 7.3%.

Source:www.admi.ru