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European Campaign On improving DRIVing behaviour, ENergy-efficiency and traffic safety (ECODRIVEN)

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ECODRIVEN is a synchronised European-wide ecodriving campaign aiming at drivers of passenger cars, delivery vans, lorries and buses in 9 EU countries. During a one year campaigning period end-users will be regularly presented with Ecodriving activities within their familiar social environment, which will stimulate them to reflect on and optimise their driving behaviour in a safe and energy-efficient manner. The campaign is based on a bottom-up approach through European-wide local and regional collaborations of the ECODRIVEN consortium with relevant national and local stakeholders such as car dealers, fuel companies, touring clubs, drivers' associations, driving schools, municipalities, SMEs and hauliers etc. who will support campaign activities and disseminate campaign material. The consortium will be assisted by an Implementing Expert Committee in the development and implementation of the campaigning activities and materials. The committee consists of representatives of Ford Europe, BP, the FIA, the German Road Safety Council DVR, ACEA, CIECA, EFA, GE Fleet Services, TNT and the Dutch Ministry of Transport

Results

  • One year campaign in all participating countries supported by a network of collaborations with national/local and international actors and companies. The Campaign revealed that the Revealed that the content of the ecodriving message is important, but the packaging evens more.
  • Has increased the interest for the no-regret and cost-effective potential of ecodriving. In addition it lead to a cross fertilisation of expertise, know-how, experiences and engagement.
  • Explored the potential of short-duration (snack) training courses, with good results.
  • Reached over 20 million licensed drivers in 9 EU countries and Resulted in 1 Mton CO2 emission avoidance from 2006 until 2010.
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Lessons learned

  • The overriding message from almost all ECODRIVEN partners is the importance of developing good partnerships with other organisations, be they private companies, associations, charities, NGOs, utilities, administrations, Government or other. Joining forces with commercial and branches organisations helps with credibility because the target groups take these organisations more seriously than governmental agencies or administrations.
  • ecodriving campaigns lead primarily on environmental messages, some on financial messages and some on the safety messages, but in all cases uniformity of tips is of utmost importance for driver acceptance.
  • It is crucial to start up a solid monitoring from the very beginning. This helps especially starting countries to convince potential sponsors and partners to join in and to haul in subsequent activities and projects. (Positive) monitoring results are also rewarding for all the partners who have invested in activities and projects, to have evidence of the results of these investments.
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Partners and coordinator

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Contact

NL Agency
Netherlands
Contact point: 
Name: 
Antoinet Smits
Tel: 
003146 4202 358
Name: 
Miett Tajthy-Carmelitano
Tel: 
0031-46-4202 304
Name: 
Mr Sliman Abu Amara
Name: 
Herman Gels
Tel: 
+ 31 30 214 78 37
Name: 
Miett Tajthy-Carmelitano
Tel: 
+31-30 214 7953
Name: 
Peter Wilbers
Tel: 
0031 30 239 35 01
Name: 
Lex Bosselaar
Tel: 
0031 30 2393 495
Name: 
Dr John Neeft
Tel: 
+31 88 6022 605
Name: 
Peter Wilbers
Tel: 
0031 30 239 35 01
Name: 
Nicole van Beeck
Tel: 
0031 30 239 3504
Name: 
Neeft john
Tel: 
+31 88 6022 605

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In brief

Duration:
01/01/2006 to 31/12/2008
Contract number: 
EISAS/EIE/05/007/2005

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