P.A.U. Education


European Commission Road Safety Awards


INSIGHT

At the heart of the European Road Safety Charter are the European Excellence in Road Safety Awards. The Awards recognise innovative road safety initiatives that help save lives on Europe’s roads. For the second year in a row, Edelman Brussels joined forces with P.A.U. Education to publicise the Awards across the EU to journalists, bloggers and organisations with a stake in road safety.

IDEA

Targeted Media Outreach

We implemented a targeted media outreach strategy to raise the visibility of the Awards and to promote the European Commission’s commitment to this crucial cause. We developed multiple angles to engage a broad spectrum of journalists from national and pan-European level media. We reached out to organisations interested in road safety and brought them on board to participate in the Awards Ceremony and to raise awareness throughout their circles. The team leveraged the participation of the EU’s Transport Commissioner, the Belgian Federal Minister of Mobility and of motorsport champion and sports commentator Didier de Radiguès to generate a buzz to Brussels correspondents of national media, Belgian daily media, youth, lifestyle & sports journalists and bloggers.

IMPACT

Our strategy had an impact. The team liaised with over 60 journalists from eight European countries, the main Brussels-based pan-European outlets, as well as selected specialised stakeholder platforms. Media in target markets such as Denmark, Spain, Poland and the UK covered the awards. We also raised awareness amongst new audiences that should encourage increased participation in the future, thereby contributing to safer roads in Europe.

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