ECODRIVEN - European Campaign on Improving Driving Behaviour, Energy Efficiency and Traffic Safety
Overview
Background & policy context:
Showing car and truck drivers how to drive their vehicle in safe and fuel-saving ways is cost-effective, easy to achieve and leads quickly to solid environmental improvements, namely substantial contributions to Kyoto and air quality targets. Yet, whilst ecodriving forms part of climate change policies in some European countries (Austria, Spain, Netherlands) most governments failed to make more use of this effective measure so far.
Several national energy agencies have therefore joined forces in the ECODRIVEN project, a synchronised European-wide campaign to bring the potential and benefits of ecodriving to the attention of passenger car, van, lorry and bus drivers, and policy makers in 9 EU countries.
Objectives:
The overall campaign objectives are as follows:
- To stimulate at least 2,500,000 drivers of passenger cars, delivery vans, lorries and buses in 9 EU countries to drive in a safer and more energy-efficient manner;
- To avoid, until 2010, 0.5 Mtons of CO2 emissions , as well as significant amounts of other emissions deriving from road transport (e.g. NOx and particulates);
- To establish a European-wide network of local and regional collaborations between local actors, relevant local departments and outlets of national and international companies and organisations.
Methodology:
According to the project workplan, the campaign itself will last for one year (between 2007 and 2008). The rest of the time will be used for the preparation, monitoring, and evaluation of the campaign activities and their impacts.
During the campaigning period, end-users will be regularly informed about 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.
To achieve this, in each country, the campaign activities will be organised in collaboration with car dealers, fuel stations, touring club consumer stores, drivers' associations and driving schools as well as local actors such as municipalities, SMEs and hauliers.
In addition to the common campaign format, specific local collaborations in each country may be used to reinforce the common campaign messages.
For this reason, each participating country may use country-specific campaigning activities, tailored to different national audiences, and depending on their current level of ecodriving implementation.
The consortium is also assisted by an Implementing Expert Committee to which the representatives of multinational and umbrella organisations and associations from the automative industry and the transport sector are nominated. The committee serves as an advisory and supporting body and supports the development and implementation of the campaigning activities and materials.
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