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  1. 1. User Outreach Working Group Intermediate Report 4th eSafety Plenary 2nd June 2005
  2. 2. The Work Process 4th eSafety Plenary 2nd June 2005 <ul><li>Focus on aspects of communication and consumer awareness </li></ul><ul><li>Analyse best practices and research results </li></ul><ul><li>Develop a communication model </li></ul><ul><li>Develop recommendations </li></ul><ul><li>Define next steps and prepare follow-up </li></ul>
  3. 3. The Work Process 4th eSafety Plenary 2nd June 2005 Best Practices & Research May 2004 Spring 2006 Recommendations Pilot follow up May 2005 Communication Model
  4. 4. The Working Group <ul><li>Composition of the Working Group </li></ul><ul><ul><li>Automotive supplier industry (Robert Bosch, Commercial Telematics, Continental Teves, Navteq, Philips Research) </li></ul></ul><ul><ul><li>Automotive OEM industry (ACEA, Honda) </li></ul></ul><ul><ul><li>Media (Auto-Motor-Sport) </li></ul></ul><ul><ul><li>Automobile Clubs (ADAC, ÖAMTC, FIA) </li></ul></ul><ul><ul><li>Other stakeholders (eScope, ERTICO, EU Commission, DEKRA, ERF) </li></ul></ul><ul><li>Meetings </li></ul><ul><ul><li>Start in July 2004 </li></ul></ul><ul><ul><li>3 meetings in 2004 </li></ul></ul><ul><ul><li>2 meetings in 2005 </li></ul></ul><ul><ul><li>3 more meetings planned in 2005 </li></ul></ul>4th eSafety Plenary 2nd June 2005
  5. 5. Consumer Campaigns 4th eSafety Plenary 2nd June 2005 <ul><ul><li>Euro NCAP </li></ul></ul><ul><ul><ul><ul><li>Star Rating system </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Creates « pull demand » </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Increasing number of 5star cars </li></ul></ul></ul></ul><ul><ul><li>Master Test </li></ul></ul><ul><ul><ul><li>First Europe-wide comparative test on active safety </li></ul></ul></ul><ul><ul><ul><li>Identifying weak points especially in terms of safety </li></ul></ul></ul><ul><ul><li>EuroTest </li></ul></ul><ul><ul><ul><li>Common test platform </li></ul></ul></ul><ul><ul><ul><li>Media: logo, website, flyers, brochures, conferences </li></ul></ul></ul><ul><ul><ul><li>Media penetration > 15 m </li></ul></ul></ul>
  6. 6. Campaigns targeted to Behaviour <ul><li>Automobile Club Italy(ACI) </li></ul><ul><ul><li>World Health Day 2004:« April 7th – let’s give it a try: no casualties on the road » </li></ul></ul><ul><ul><li>Media: buses, bus shelters, hundreds of newspapers and magazines, cinema screens, preach in church services, display at football matches </li></ul></ul><ul><ul><li>30 % reduction in road fatalities </li></ul></ul><ul><li>Safety belt campaigns </li></ul><ul><li>Reduced effects when campaigns stop </li></ul>
  7. 7. Experiences from suppliers <ul><ul><ul><li>Supplier safety campaign </li></ul></ul></ul><ul><ul><ul><ul><li>Product training of car dealers and consumers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Incentive programmes for salesmen / point of sale support </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Consumer marketing </li></ul></ul></ul></ul>4th eSafety Plenary 2nd June 2005 <ul><ul><ul><li>Naming of safety functions </li></ul></ul></ul><ul><ul><ul><ul><li>Technical abbreviations </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Different names for identical functions  confusion </li></ul></ul></ul></ul>
  8. 8. ESP in New Cars 4th eSafety Plenary 2nd June 2005
  9. 9. The Communication Model 4th eSafety Plenary 2nd June 2005
  10. 10. First Results 4th eSafety Plenary 2nd June 2005 <ul><li>Simple Messages and credibility are essential </li></ul><ul><li>Technical communication is a mortal sin </li></ul><ul><li>Media Campaigns are effective but </li></ul><ul><ul><li>Require constant news </li></ul></ul><ul><ul><li>Difficult to sustain for longer periods </li></ul></ul><ul><li>Consumer Tests </li></ul><ul><ul><li>High penetration in the media market </li></ul></ul><ul><ul><li>Test protocols and media agreements </li></ul></ul><ul><ul><li>Difficult communication if products show only little differences </li></ul></ul><ul><ul><li>Selection of products </li></ul></ul><ul><li>Label </li></ul><ul><ul><li>The product speaks </li></ul></ul><ul><ul><li>Dynamic label can include new eSafety devices when they are on the market </li></ul></ul><ul><ul><li>Media communication more difficult </li></ul></ul>
  11. 11. Recommendation 4th eSafety Plenary 2nd June 2005
  12. 12. Next steps 4th eSafety Plenary 2nd June 2005 <ul><li>Eurobarometer: better understanding of consumer knowledge on eSafety technologies, attitudes and obstacles </li></ul><ul><li>Marketing and distribution: Better understanding of safety devices in the communication of manufacturers and dealers </li></ul><ul><li>Consumer Tests and eSafety: understand specific problems </li></ul>
  13. 13. 4th eSafety Plenary 2nd June 2005 A disaster? A master piece of communication!