At the moment we are conducting a rather data driven public campaign for The Danish Road Directorate. 80 drivers all over the country has been equipped with in-car camera, recording not only the drivers POV, but also the drivers reaction to the road.
The fundamentals of the campaign is learning. The Danish Road Directorate will learn how the Danes are behaving in the traffic and often also why (hence the view of the driver); The test drivers will learn how they drive; And the rest of the public will learn to reflect on traffic behaviour on a conscious level, which more likely than in a passive campaign, will be accompanied by a behavioural change. Furthermore it is our hope that this approach will bring learnings to future public campaigns on how to design an active data feedback loop campaign, and dismiss yesterday’s passive generic ways (in case you have not heard, most of the time the public would like to be involved).
The ideals might be “politically correct”, but is it possible in “the real world”? The short answer will be: it looks like it. The interest shown in the campaign from the public and the journalist has been huge.
We have been collecting and editing videos for a while, but today is the first day of going public. The strategy is national but locally grounded, based on the fact that people are more likely to engage actively in stuff from their local area. Therefor the distributors of the data are a wide range of local medias. Basically all we do is take data from the public, curate it and then give it back the public in the way it makes best sense to them, locally.
Seeing real people, in real situations, in your own neighbourhood and potentially formulate a comment on the video online at your local media calls for a cognitive process on a very conscious level.
And last but not least, check out out data:
We will be back with the learnings of this approach as the campaign ends.