driving positive change with csr - road safety
DESCRIPTION
To bring change in the urban environment, one element at a time, through the process of active seeingTRANSCRIPT
The Customer Experience Company
CSR Campaign on Road SafetyDriving Positive ChangeNamrata Rana
The Project
aims to bring change in the urban environment, one element at a time, through the process of active seeing
Urban ChaosThe human body is not regarded and viewed as a central point-of-reference in urban designing.
Design is not developed in keeping with ground reality.
We are conditioned to continuously turn a blind eye to the chaos that surrounds us, perhaps because it is overwhelming and the concerned authorities are invisible
Road Safety and Road MannersNot a day passes without a report of a major accident on India’s roads. There are people who lose their loved ones and people who have injuries that they need to cope with for years to come.
Most accidents, are likely to be caused because of brazen behavior on roads, low rule awareness and poor driving ability.
Areas of concern
Street EcoSystemOur streets are dirty, pavements broken and trees in poor condition.No thought is given to the surroundings outside our homes.
Road Signs, Pavements, Crossings and Street furniture need a complete revamp in terms of design and applicability
Areas of concern
Core Elements
Involving Schools Educational Sessions Power of Seeing report cards
Creating ground level awareness Involving teachers and parents Showcasing the project to eminent people
Build the opportunity by engaging community
Caring for people
Genuinely making a difference
Linking up Sales and Awareness to causes for the community
How to do it?
ASK What’s wrong with our roads?
LEARN How can we make a difference?
LOOK A day in the life.....
Change Role Playing, Talks, Books, Videos
safety and road manners
through the eyes of people
Driving Positive Change
Community Engagement Framework
What are the Challenges that Delhi faces? Solutions and Opportunities
Panel Discussions + Web + Print
1- AskWhat’s wrong with our Roads?
Activity Plan
Expert Panel + Public + Media Partner + Web
1. Expert panel goes through a detailed discussion
2. Delhi Branded Vision document is created
3. Vision document is printed in a published and is available online
4. Community feedback is taken from Schools / Colleges / Resident Associations / Community Bodies
5. Volunteers are requested to register and sign up
6. Mass - ground level support is generated
7. Activity begins with high visibility and traction for long term sustainability
‘What’s wrong with our roads?’ Website + Social Media
What’s wrong with our roads website
Twitter, Facebook inputs are taken from general public on issues and areas of concern before and during the launch.
Live Tweeting and event webcast
driving+change.com
Be a change maker
Expert Assessment Citizen Feedback School engagement Framework
2- LearnMaking a difference
safety and road manners
Make an integrated list of issues raised by expert panel and public
Develop internal doability and business impact criteria
Make a 1 year / 3 month task list based on measurement criteria
This should be done to ensure that the list of activities meets the needs of the local community as well as that of the company
A list of areas that the company will focus on needs to be generated
How will we do this
Sample ShortlistRash drivingObstructive parkingNumber plate issuesTinted car windowsViolation of stop line / yellow lineUnderage drivingOver speedingVehicular pollutionKnowledge of traffic rules||-more....
Company Criteria
Doing well by doing good
1. Will this make a genuine impact
2. Can it be linked to product sales/ service delivery
3. Can the campaign drive dealership traffic
4. Is this activity - Doable - long term / short term
5. Cost benefit analysis
Activities
Engage Children in schools and Colleges
Begin print media campaign on safety and road manners
Use Website to generate visibility and engagement with Student Community / citizens Example - Citizens / students upload photographs, write about areas of concern. On a weekly basis a Citizen of the week and their area of concern is highlighted in print and web.
‘Driving + Change’ Contest
Venue - Web, Dealerships
Prize - Cash + Winning designs get converted in ‘Driving Change T-shits’
Sample Contests / Content
The right way...
Divide and Rule
Jay walkers beware
My right to walk
Courtesy doesn’t hurt
Method to the Madness
....more
Driving a change Designer Collection
Winners are gifted ‘Driving a change’ memorabilia
T shirts / Mugs / - Driving a change branded collateral
Money generated from sale will be given to support Road Accident Victims
NID Designers Commissioned to create a special ‘Change your city’ Designer Collection using organic eco friendly materials
Prototyping Framework
3- LookA day in the life of....
Role Playing, Talks, Books, Videos, Experience creation Framework
4- ChangeMaking a difference
Engage prominent schools in Delhi, Gurgaon, Noida
Conduct workshops on road safety and environment - Invite experts: road safety experts, designers, architects, urban designers/planners,
policy makers, photographers & writers journalists to make presentations and conduct
workshops at schools
Focus to develop educational tools, methodologies & solution-oriented exercises through each workshop
Document and make films on each presentation/workshop
Prepare a document consolidating all information collected through workshops & presentations by experts plus data, case-histories, insights, narratives collected by the children
Convert the assimilated material into a handsomely produced text book for schools--with hands-on tasks and exercises, worksheets and CD-ROMs
Driving Change
Futurescape, Delhi
Level 4, Rectangle 1, Commercial Complex D4Saket, Behind Sheraton, DelhiNew Delhi – 110017, INDIA
Futurescape, Mumbai
Level 2, Raheja Centre Point 294 CST RoadNear Mumbai UniversityOff Bandra–Kurla Complex, Santacruz (E)Mumbai – 400098, INDIA
Telephone: +91 9910201783
+91 (11) 6654 4196
Email: [email protected]
Web: www.futurescape.in
Twitter: @futurescape