France: Aviva launches an accident prevention campaign against the dangers of using a mobile phone when driving
Aviva, in partnership with the Road Accident Prevention Association, launched a press awareness campaign on 15 December 2010, signed by CLM BBDO, with a view to preventing accidents due to the use of mobile phones while driving.
Key figures
The fast development of the mobile phone market over the past few years has encouraged mobile phone use in the car, and on motor bikes and bicycles. It is estimated that 7% of accidents are due to mobile phone use while driving.
During the telephone conversation, the driver’s behaviour changes:
- Reaction time increases (between 30% and 70%);
- He looks less often in his rear-view mirrors and at the sides of the vehicle;
- He tends to slow down and crosses white lines;
- He forgets to stop at pedestrian crossings.
Scientific studies, such as that of the INRETS in 2003, prove that the driver’s concentration on the road and his environment diminishes significantly during a telephone conversation, whether the phone is held in the hand or with a hands free kit. The current state of international experimental research shows that driving while on the phone multiplies the risk of accident five-fold for the hand-held phone, and four-fold for calling with a hands-free kit.
The press campaign
The campaign aims to enhance road users’ awareness of the dangers of being on the phone while driving, and it will be advertised in the daily press, including free papers and specialist newspapers, between 15 December 2010 and 31 January 2011.
Signed by the agency CLM BBDO, the idea of the campaign is to turn around the road signs and replace them with daily routine conversations. This powerful, creative principle makes the road user think, and makes him adopt more responsible behaviour in his vehicle. It will comprise four different displays under the slogan “To be on the phone while driving, even using a hands free kit, increases the risk of accident”. It will also be relayed on the website www.aviva.fr, with advice and practical information.
Aviva, citizens’ road company
This entire campaign is set within the framework of the charter entitled “Citizens’ road company” which Aviva set up in partnership with the Road Accident Prevention Association in March 2009. This charter aims to provide companies in the road transport sector, which are clients of Aviva, with a methodological framework which encourages the reduction of road risks as well as CO2 emissions. This procedure contributes to the global improvement of environmental performance inherent in Aviva’s durable development policy.
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For more information please contact:
Dominique Eluau – 01 76 62 67 19 – email: dominique_eluau@aviva.fr
Valérie Dudoit (HDL Communication) – 01 58 65 20 16 – email: vdudoit@hdlcom.com
Notes to editors
About Aviva
Aviva is the 6th largest insurer in the world*, with more than 53 million clients spread throughout Europe, North America and the Asia-Pacific zone.
The major professions of the Aviva group are life insurance and long-term savings, assets management and damage insurance, with a total turnover of 51.3 thousand million Euros, and 426 thousand million Euros of assets under management on 31 December 2009.
Aviva is the most important insurer in the United Kingdom and one of the major life insurers and retirement savings funds.
The press space www.aviva.com/media comprises images as well as all the press releases and product information of the Aviva group. Videos are accessible on the website www.aviva.com/media/b-roll-library
To follow Aviva on Twitter: www.twitter.com/avivaplc.
Aviva France
With more than 180 years of experience in France, Aviva is positioned among the top 10 operators on the insurance market. Aviva France offers a complete range of products to 3 million clients, comprising individuals and small to medium businesses.
The company is distinguished by a solid and profitable model of multi-distribution (875 general agents, 1800 agency collaborators, 1,000 brokers, 400 life consultants, and 900 UFF management consultants). Aviva France also has partners such as AFER, the major savings association in France, the Crédit du Nord Group and vehicle manufacturers. Aviva directly employs more than 4700 collaborators.
On 31 December 2009, it recorded a consolidated turnover of 6.7 thousand million Euros and an IFRS net accounting profit of 390 million Euros. The company was managing 77.4 thousand million Euros of assets on 31 December 2009. For further information on Aviva France, go to www.aviva.fr/assurances/assureur-aviva/aviva-presse
*based on gross world premiums issued on 31 December 2009.