Arguments about how to get people to follow the rules traffic, have been going on for a long time. They said that drivers need to be careful while driving, pedestrians should be careful on the road. There were calls to fasten seat belts, to carry children in child seats. But, practically since the beginning of mass motorization, it became clear that the prevention of road accidents should not be limited only to calls.
Those who previously stimulated the development of trade have come to the service of promoting safe road traffic. Advertising agencies have become the largest authors of "social advertising". Their works no longer call for - they make you think, and sometimes even shock. A small selection of videos and posters gives some insight into how Road Safety PSA has evolved around the world.
Movie almanac "Nowhere to hurry"
Always follow the rules for crossing the road
Wait for traffic to come to a complete stop before crossing.
Road safety is up to you. 
You don't see what you don't expect.
.Expect the unexpected. 
The percentage of fatalities without a seat belt is 56%.
Don't be stupid, be safe. 
Thanks for letting me through.
Always come to a complete stop before a pedestrian crossing. 
Get some sleep before you drive.
Don't let your friendship die on the road.
Follow your comrades.
At a speed of 60 km/h, the braking distance is 8 meters longer than at 50 km/h.
Not included turn signal - 27 victims per day.
In the city, not only cars get into accidents. 
Don't talk to him on the phone while he's driving. 
Crossing a red light - 15 victims per day.
In the city, not only cars get into accidents.
For children, the road looks different.
Parents of children injured on the roads.
For children, the road looks different.
Parents of children injured on the roads.
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The social video "Commentator", made for the "Reason to overtake" social campaign, presents a road story reminding of the responsibility of drivers to passengers and other drivers, the importance of assessing all risks when deciding whether to overtake.
"Safe transition. Driver" - social campaign "Difficulties of transition"
Mom, Svetka, a "zebra" and a truck driver became the main characters of two new social videos on road safety. The plot is called “Safe crossing for two. Driver" talks about the interaction on the road from the side of the pedestrian. The videos were filmed as part of the Difficulties of Transition campaign launched in November, which is being implemented by the State Traffic Inspectorate, the Russian Union of Motor Insurers and the Danger-Free Movement expert center.
"Safe crossing. Pedestrian" - social campaign "Difficulties of crossing"
Mom, Svetka, a "zebra" and a truck driver became the main characters of two new social videos on road safety. The plot is called “Safe crossing for two. Pedestrian" tells about the interaction on the road from the side of the pedestrian. The videos were filmed as part of the Difficulties of Transition campaign launched in November, which is being implemented by the State Traffic Inspectorate, the Russian Union of Motor Insurers and the Danger-Free Movement expert center.
"Jaws" - social campaign "Distance"
The “Jaws” video is the central element of the large-scale social campaign “Distance”, initiated by the State Traffic Inspectorate of the Ministry of Internal Affairs of Russia together with the Russian Union of Motor Insurers (RSA) and the expert center “Movement without danger”. The main goal of the campaign is to draw the attention of motorists to the problem of the wrong choice of distance, as well as to raise the level of culture of road users.
"Pictograms" - social campaign "Slow down"
The "Pictograms" video is the central element of the "Slow down" social campaign. Project organizers: State Traffic Inspectorate of the Ministry of Internal Affairs of Russia and the Russian Union of Motor Insurers with the information support of the expert center "Movement without danger" (bezdtp.rf). The goal of the campaign is to reduce the number of accidents that occur due to violation of the rules by drivers of the passage of unregulated pedestrian crossings. The task is to convey to drivers that it is very important to slow down in advance before the zebra crossing.
"Why do we need seat belts?" - social campaign "Brace yourselves!"
Educational film "Why do we need seat belts?", created within the framework of the All-Russian social project"Brace yourself!" The goal of the ongoing Campaign is to reduce the number of fatalities among drivers and passengers, including child passengers on the road due to the non-use of seat belts or their improper use to secure child restraints. Organizers: State Traffic Inspectorate of the Ministry of Internal Affairs of Russia, Russian Union of Motor Insurers, social organization"Movement without danger."
Social campaign - "Car seat for children!"
Campaign "Car seat for children!" starts in Russia for the second time - for the first time it was launched on November 1, 2011 and gave positive results. However, the problem is still relevant - the number of dead and injured in accidents of child passengers remains high. The purpose of the campaign is to explain to parents that a car seat is a necessary thing when traveling with a child. Even the very first trip of the baby - from the hospital - should take place in the infant carrier. Another expensive toy is not a sign of love. Real care is manifested in the responsibility of adults for their children. Child safety is the most important gift!
In Russia, children's car seats are sold in children's goods stores, along with toys. Toys understand its importance, “recognize” its supremacy and “hint”, suggest to people - first of all, buy the child what he really needs and is important, and then you can buy toys: “Even toys understand what is more important for safety your child. The child in the car must be in a car seat.
"Passenger rules!" - social campaign "Passenger's Right"
The Passenger's Right campaign is addressed to both the driver and the passenger. Each of them is a road user, and there is always a driver next to the passenger. We want the driver to remember this, and the passenger to know that he also has a license. Motor transport passengers are one of the most vulnerable road users. About 40% of those injured in road accidents are passengers. Nothing depends on them, they get injured and die on the road for the campaign. They do not have the right to vote. Often they do not even know what they must do to ensure their own safety. The passenger is an active participant in the road traffic. He must be aware of his rights and obligations. The passenger has the right to vote. He must buckle up, he must make comments to the driver who violates the rules of the road, which means endangering the life and health of the passenger. The driver must remember that he is responsible for the safety of the passenger.
"Pedestrian, to the crossing!" - social campaign "Pedestrians"
Pedestrian safety is one of the most pressing problems in Russia. Thousands of people die on our roads every year. This is much more than in any civilized country in the world. This situation can be corrected only by changing the culture and behavior of all road users. The video of the social campaign "Pedestrians" with the help of metaphors, immerses the viewer in an amusing trip-- a city walk through a fantastic pedestrian crossing and in an unobtrusive way we remind him - always go along the transition, he will show you a safe path. And the drivers are told: “Be polite, let pedestrians pass at the crossings.” The role of a disciplined pedestrian in the video was played by one of the most sought-after Russian actors Yegor Beroev. He actively participates in social campaigns and has long established himself as a person who is socially responsible and not indifferent to problems. road safety.
"Don't cross the line!" - social campaign "Last woman you meet"
"Light up!" - social campaign "Light up! Be visible on the road"
Make road users more visible on the road dark time days - the main objective new large-scale social campaign “Light up! Become visible on the road”, which started on December 1, 2010. The campaign was initiated by the State Traffic Inspectorate of the Ministry of Internal Affairs of Russia with the support of the Russian Union of Motor Insurers. Implements the Zavod consulting project. According to statistics, every third accident involving a pedestrian occurs at night. At the same time, it should be taken into account that nighttime accidents significantly exceed daytime ones in severity. As a result of such incidents, thousands of people die every year, most of them young able-bodied people aged 16 to 35 years. The initiative to conduct a campaign aimed at young people was actively supported by representatives of culture and show business in Russia. Fashion designer Masha Tsigal has developed a stylish design of reflective bracelets that will help you become more noticeable on the road and in life, and Dj Leonid Rudenko wrote a remix of his trendy track Everybody especially for the project. The MTV channel acted as a partner of the campaign, several broadcasts of the popular programs "Trendy" and "Stereo Morning" were dedicated to the launch of the "Light Up" project.
"If you lose your patience, you can lose your life"
Every third collision in the lane of oncoming traffic leads to death. Don't cross the line!
"Shards" - social campaign "Drank - do not start! You will break"
"Damn lucky" - social campaign "Movement without danger"
Driving through a red traffic light leads to the most serious consequences for those involved in an accident. Sometimes it's better to die than to stay alive. Wasted risk - broken life
"Slow down! They'll wait for you" - social campaign "Movement without danger"
Speeding is the cause of most road traffic accidents. Despite the fact that drivers consider speeding to be the most insignificant violation of traffic rules, the most serious consequences for the life and health of accident participants arise precisely because of speeding.
"Fasten your seat belt! If you want to survive" - social campaign "Movement without danger"
The seat belt, according to some Russian drivers, was invented by underpants. Probably, these people are not fatalists and not idiots, they just taught physics badly at school. A collision at a speed of 50 km / h is equal in strength to a fall from the fifth floor.
"Stop the drunk! Save life" - social campaign "Movement without danger"
Alcohol is the most common cause of serious accidents. Alcohol not only increases the likelihood of accidents, but makes their consequences more severe for both the driver and other road users. Drunk driver on the road - suicide bomber.
"Don't lose us! Where cars drive" - social campaign "Movement without danger"
Every year, about 1,000 children die on the roads of Russia and more than 20,000 are seriously injured. Road traffic accidents are the main cause of child mortality. Children are the most vulnerable road users. Adults are always to blame for the death of children.
"Be a man! There are living people in iron cars" - social campaign "Movement without danger"
On the road, man to man is a wolf. As if the glass and iron that separates the driver from the outside world is a shell that deprives its owner of the last human qualities - decency, respect for others, patience. And the road - for those who are under the shell - is a game of survival, where the strongest wins. If you want to change the society in which you live, start with yourself.
"restaurateur"
Even one sip of alcohol can ruin your life - do not drive while intoxicated. Wasted risk - broken life
"Brace your seat or you will be strapped in"
Social video about the need to wear a seat belt. The seat belt is not a whim of the inspection workers. Thousands of people die every year because of not wearing seat belts. Photographs of accidents should be put in photo frames to remember about fastened seat belts. The seat belt is needed, first of all, by the driver himself. Take care of your loved ones, make sure that they are fastened.
In Russia, about 1,000 children die on the roads every year and about 20,000 are injured. In most cases, children were transported in a car without special car seats. Many parents consider a car seat to be an expensive and useless item that can be easily dispensed with. But at the same time, they buy their children a lot of extra toys, without thinking about their cost.
It was decided to remind about child mortality in New Zealand right on the street. But not a billboard or a sign. Along the roads, near the fences, at the entrance to the shops, cardboard figures of a little sad girl appeared. During the day, people could meet this girl more than once or twice. And two weeks later she had in her hands road sign with the inscription: "The children you killed never leave you. Slow down near schools."
One of the social advertisements is based on documentary filming, which was made by one English schoolboy in 2005. He filmed on a mobile phone as he walked home from school with friends. They joked, fooled around, and then one of them was hit by a car, because he simply did not look to the left while crossing the road. And the camera mobile phone accidentally filmed this tragedy. Naturalistic shocking footage. At the end of the video, it is summarized that in the UK, 55 teenagers a week regret that they were inattentive on the road. In Russia, this figure is several times higher, although there is no exact data: in our country, such detailed statistics are not kept.
In the Czech Republic, in an unusual way, they are trying to draw the attention of drivers to the problem child injury on the roads. The purpose of this outdoor advertising- to show drivers that children who get carried away sometimes continue to play on the roadway, and drivers should always be ready for this. (picture 1)
Picture 1.
To explain simple things to adults, one has to resort to complex constructions like this one. The purpose of this outdoor illustration is to clearly show that it is necessary to buckle up not only in the front seats, but also in the rear. (picture 2)
Figure 2.
There are social ads calling for speed limits. It is still an original move - to agitate careful driving with the help of humor. Usually, such concepts as misfortune, grief and death are used for this. Although some experts argue that advertising showing the consequences of severe accidents is no longer so effective. In addition, most people, even after watching such videos, are of the opinion that this will never happen to them.
An example of a PSA about speed compliance: “Even this slight decrease in speed by 5 km / h can save someone's life. The statistics are such that when hit at a speed of 65 km / h in 80% of cases, a pedestrian dies. When hit at a speed of about 50 km / h in 80% of cases, he remains alive. Your child is also a pedestrian” (Figure 3).
Figure 4
The bulk of the commercials and posters of the traffic police are made in dark colors, which most people associate with the pain and bitterness of the loss of loved ones.
Drivers themselves and their negligent attitude to safe driving pose a great danger on the road. Failure to comply with the speed limit, not wearing seat belts, inattention, alcohol, lack of a child seat - all this can be fatal. According to research conducted by the Natural Agency, in 42% of cases, people do not fasten their seat belts because the belt “interferes” with them. It turns out that the threat of wrinkling their clothes is more serious for them than the threat of losing their lives.
“Fasten your seat belt if you want to survive”, “Slow down and they will wait for you”, “Stop the drunk - save life”, “Be a man: there are living people in iron cars” - these are some of the many slogans of social advertising.
At the beginning of June 2009, a series of billboards with slogans will appear on the streets of Tyumen: “Children? Buckle up? Why?”, “Our daughter is already quite big. She never wears her seat belt”, “Our son cries in the baby seat. It’s easier for us to pay 500 rubles.” Billboards designed for our region by a well-known Russian designer Artemy Lebedev. Their goal is to make drivers think, as A. Lebedev himself writes: "Turn on your head and get indignant at the posing of the question." The State traffic inspectorate hopes that there will be more indignant than indifferent. Those who do not think about the safety of children will be fined by inspectors for violating the Rules for transporting children. For 500 rubles. Daily. The state traffic inspectorate of the Tyumen region declares: “Every child's life is dear to us. Think about it too: this year our child passengers received the following injuries in an accident: an open craniocerebral injury, severe brain contusion, rupture of the spleen, fracture of the pelvis, leg, forearm, collarbone, laceration of the forehead, concussion of the brain , stress, etc. (Figure 5).
11.09.2013What is the difference between a good driver and a bad one? Despite the common answers, such as the ability to enter a sharp turn at a speed of "80" or drive from Kyiv to Odessa in 3 hours (one of the people's deputies set such a record, grossly violating all conceivable and unthinkable traffic rules), we are of the opinion that a good driver - one that does not get into an accident for many years. And neither through their own fault, nor through the fault of another road user. Of course, there are exceptions when there is no way to avoid an accident. But in most cases, before the moment of collision, one driver believes that he will slip, and the second - that no one has slipped yet. As a result, an overly principled driver, just like a dashing one, spends several hours of his life, first on registering an accident, and then on restoring the car.
Is it possible to drive without accidents at all? "Today" found three drivers, each of whom over the past 10 years has not been in a single accident, although he "runs" 25-50 thousand km per year. Dmitry is a professional truck driver who drives a truck tractor (drives along the highway), Sergey - Sales Representative(driving around the city), and Aleksey is a university teacher (he travels from home to work, and goes to the country for the weekend). We have collected tips from them on how to avoid accidents over the years.
Note that in communication they are all calm people, but without any hint of inhibition. Our heroes admit that from time to time they commit minor traffic violations, like almost all Ukrainian drivers. They consider their main “secret” to be that they are not distracted while driving for any extraneous actions, and they also do not take risks once again by overtaking in closed turns or slipping into a “pocket” among cars in the stream. After all, the situation on the road changes every not even a second, but a fraction of a second - any distraction or dangerous maneuver can lead to a serious accident with a fatal outcome. Let's add that today the accident rate on our roads goes off scale - every two hours in Ukraine one person dies under the wheels of a car.
air shield
“The greater the distance between my and neighboring cars, the safer the ride on the highway,” says trucker Dmitry. The higher the flow rate, the greater the distance you need to keep to the car in front: if something suddenly breaks in it or, for example, the driver becomes ill and the car stops abruptly, it should be possible to stop safely. On wet roads, the distance should be increased by a third of the usual.
At the same time, Dmitry adds that the location of vehicles on the road (it is not in vain that the traffic rules require leaving the leftmost lane free) also matters - it is optimal to drive in the middle lane, trying to take such a place that there is a protective space on the right, left, front and rear. In the event that the traffic situation changes dramatically (for example, a child jumps out onto the road) and there is no opportunity to brake safely, the driver will have a chance to turn the steering wheel left or right to safely bypass the “obstacle”. If the side seat is occupied, there will simply be nowhere to steer and a traffic accident cannot be avoided.
Reading other people's thoughts and forecasting
Modern upscale driving style - active. The driver must be able to constantly monitor the traffic situation, subtly feel the behavior of the car and evaluate its capabilities in specific conditions, accurately determine the quality of wheel adhesion and, of course, predict the behavior of the car on various surfaces. He must see and predict the development of the situation always one, or better - several steps ahead.
“When driving in the city, I always put myself in the place of the surrounding drivers and look at the road not only with my own, but also with their eyes. This allows me to understand their desires and predict maneuvers,” says Sergey. For example, it is logical to predict that the driver, when choosing a lane for movement, will prefer to change lanes to the most free one, but at the same time he will always strive to take the leftmost one - as the fastest one. It is not difficult for an experienced driver to predict the probability of an accident - it grows if one of the drivers rushes from row to row or crawls unthinkably.
Accidents: top 5 reasons
According to the official statistics of the Ukrainian traffic police, among the causes of road accidents with serious consequences, speeding is in the first place. On the second and third - violations of the rules of passage of intersections and pedestrian crossings. The fourth and fifth places are occupied by such violations as driving into the oncoming lane and driving while intoxicated.
Interestingly, worldwide (and here too), drivers aged 18 to 30 are twice as likely to get into an accident compared to older experienced people. Among the reasons for this state of affairs, the American Highway Safety Foundation cites a set of SMS messages while driving, conversations without a headset, and the desire to splurge inherent in young people.
Economic drive
A safe driving style, combined with economical driving techniques, not only avoids accidents, but also saves on fuel. We've put together 5 tips on how to cut costs by a third.
EGG RULE. Imagine that between your foot and the gas pedal is a fragile egg. Your task is not to crush it, that is, to press the gas pedal gently and smoothly.
START SMARTLY. When accelerating, immediately shift to higher gears. With delicate handling of the gas pedal, you can absolutely calmly move in traffic and in 5th gear at a speed of 60-70 km / h. If you need to accelerate, for example to overtake, briefly shift into a lower gear.
DO NOT RUN. For economical driving, the speed should not exceed 90 km / h. This style is especially relevant for trips over long distances.
Note that dynamic driving can be considered an economical alternative style if a number of conditions are met. For example, smooth accelerations at the lowest possible rpm are replaced by short, vigorous accelerations. This is followed by a long "run-out" with little or no pressing the gas pedal.
WITHOUT EXCESSIVE MOVEMENTS. You need to get into the rhythm of traffic flow and avoid unnecessary acceleration and braking. Anyone who accelerates sharply before a red traffic light, in order to start braking literally in a second, doubles fuel consumption. It should be remembered that the larger the engine size, the more consumption fuel depends on driving style. For example, if you “ignite” on a car with a three-liter engine, on which, in a normal rhythm of movement, the average consumption does not exceed 10-12 liters per hundred, you can easily double it, reaching 25 liters.
AUTO - OK. A technically sound car - from the correct tire pressure to timely replaced spark plugs, oil with filters and high-quality fuel - is the key to success. After all, even some little thing can lead to overspending up to 30%.
Secrets of safe overtaking
“When traveling to the dacha, you constantly have to bypass trucks and agricultural machinery on the highway, because they move too slowly and smoke very much. For several years I have seen enough of unsuccessful overtaking options - every time the driver either starts a maneuver, taking into account not the speed of the nearest car in the oncoming lane, but the distance, or makes it in a closed turn, ”Aleksey shares his experience. For himself, he developed an algorithm that allows you to bypass the slug without unnecessary nerves.
STARTING OVERTAKING.“In order to have an advantage in speed, you need to start accelerating in advance on your side. And only after making sure that the oncoming lane is free, and the road itself is straight (there is no likelihood that the section allowed for overtaking will end abruptly before the closed turn. - Ed.), start maneuvering. And you need to do this in a low gear, for example, in 3rd, ”says the driver.
COMPLETION OF OVERTAKING. Aleksey adds that during overtaking, you should not cling to the overtaken, provoking him to rash actions, and having overtaken, you should not immediately occupy your lane. It is better to stretch a little forward so as not to cut.
You can never overtake "for company" with another car: it significantly limits visibility, and in the event of an oncoming car, the front one will have time to quickly return to the right lane, and the next one behind it (that is, yours) will not.
IF THEY OVERTAKE YOU. Never stop a car from behind from overtaking. On the contrary, it is better to help him. After all, the track is not a racing track, and the drivers are not rivals, but colleagues.
So, if the driver behind the car turned on the left turn, look ahead and evaluate the traffic situation. In the event that the path is clear, take a little to the right and turn on the right flasher. This will inform the driver that you have guessed the intention to overtake you and are ready to assist. And then he will safely bypass you and, perhaps, turn on the “emergency gang” for 2-3 cycles: his rear direction indicators will wink at you, thanking you for your help.
If there is an obstacle ahead, it is better to inform the rear driver about this by turning on the emergency gang. Or if you also want to make a maneuver (for example, turn around), turn on the turn signal.
Beware of "standard" accidents
Many accidents in the city are "accidental" - they did not occur because the driver deliberately violated the rules, but because he incorrectly assessed the traffic situation and eventually took wrong decision. With the help of Evgeny Serednitsky, the director of the school for improving driving skills, we analyzed the causes of the three most common accidents.
DEPARTURE TO THE MAIN. The driver in front began to move, but he doubted whether he would have time to leave, and suddenly braked. The driver behind him sees that the car in front of him has gone. He too began to move off and looked to the left to make sure that he was not interfering with those traveling on the main road. And he drives into a car that has stopped.
Tip: Don't look left until the car in front of you has left.
MANEUVERS IN THE STREAM. The habit of constantly rebuilding from row to row can end badly. Drivers often cut trucks that have longer stopping distances. An emergency situation can also arise during mutual rebuilding - when two cars got into the same "pocket". The one who is to the right will be right (according to clause 10.3 of the SDA), but this does not save from injury as a result of an accident.
Tip: Pause for a fraction of a second before you start rebuilding.
REVERSE. Often the driver, when maneuvering in a narrow yard, backs up (in the passage between houses or in the gateway). But the other driver does not know about this, who immediately joined the first one and literally “supported” him in the blind zone. The result is an accident, and the question of guilt depends only on the testimony of witnesses.
Tip: before starting the movement, ask a passenger or a bystander to follow the safety of the maneuver. Behind, after all, there can be not only a car, but also small children ...
Always be on the lookout
The drivers we interviewed say that they are always driving in a special state - the body is relaxed, and the brain automatically calculates the options for the development of the traffic situation. As a result, as soon as a potential threat arises, the driver is ready for it.
For example, when driving past a public transport stop, you need to be prepared for the fact that a pedestrian will suddenly appear because of a standing bus (a few meters before the dangerous area, it is enough to move your foot from the gas pedal to the brake pedal - the speed is not lost, but the stop of the car happen a fraction of a second faster). Or to the fact that the car approaching the intersection will not slow down, but will try to slip through the red light and leave in front of you (you need not start from a place on a green one, but look around for a split second). You also need to take into account that a neighboring car can “cut” you or slow down in front of you - you always need to be ready to use counter-emergency techniques.
By replaying situations like this in your head, you will learn to always leave enough room for maneuver. It is very important to maintain a safe distance, not only when moving at a constant speed, but also when accelerating, and most importantly, when braking. For example, when seeing a car from behind, do not slow down sharply, but stretch forward a little - if the driver from behind gapes a little, he will have a few meters in reserve to prevent an accident.
We also note the importance of the review: you always need to navigate the mirrors, analyzing the situation not only in front of you, but also behind (360 degrees).
You also need to take into account the interests of other road users when parking. Before you get out of the car, ask yourself a few questions. Have you limited visibility by parking your car at or in front of a secondary road? Will the pedestrian be able to safely cross the road after you parked the car in front of the zebra? Is there enough room for a truck to drive between the curb and your car?
