SAFER ROADS WITH FORD

We organized the first year of the Ford Driving Skills for Life (DSFL) in the Czech Republic, which became part of Ford Fund's international CSR project focused on educating young drivers. DSFL is a unique project known for its program. In the first year of the Czech event, we successfully attracted 367 young drivers, ranking in the top 3 across Europe.

 

Our goal was to motivate drivers aged 18-24 to participate in Ford's safe driving course, particularly because other neighbouring countries had struggled with low participation rates. We chose Brno-Tuřany Airport as the location for the course.

 

In collaboration with BESIP (an organization promoting road safety), we emphasized the issue of accidents caused by young drivers. We utilized crash statistics and engaged journalists to reach out to young drivers and their parents. Additionally, we created a radio spot featuring Ford ambassadors, model Nikol Švantnerová and rally driver Martin Prokop, and leveraged their social media channels to expand our reach. The radio campaign was broadcasted during prime time on Evropa 2, Hitrádio City (Southern Moravia), and Fajn rádio. Furthermore, we organized a press conference at the Czech Ministry of Transportation, focusing on car accidents involving young drivers.

 

In total, 367 young drivers aged 18-24 participated in the course, which was overseen by former rally driver Martin Semerád, who served as the leading instructor. An impressive 95% of participants admitted to improving their driving skills thanks to the course, with 76% indicating that they would change their behaviour on the roads.

 

Ford recognized the Czech event as the second strongest in Europe. The project generated over 25 media features in top-tier outlets, including a reportage on Czech TV, articles in Právo, Deník, and iDNES.cz, resulting in a total reach of 27 936 156 OTS.

 

Lemur 2019: 3rd place in the Events category.