AICHI SAFETY ACTION Aiming to overcome the worst traffic fatality rate

The "AICHI SAFETY ACTION" project (Organized by the Aichi Safety Action Secretariat [Asahi Shimbun, Chunichi Shimbun, Chubu Keizai Shimbun, Nikkei Inc., Mainichi Shimbun, Yomiuri Shimbun, CBC Radio, Tokai Radio, FM Aichi, ZIP-FM] Special Sponsors: Suntory, UR Urban Development Corporation; Sponsors: 51 companies/organizations) was continuously implemented from July to December last year. Aichi Prefecture has recorded the highest number of traffic accident fatalities in Japan for ten consecutive years (2003-2012). The project aimed to introduce accident data, case studies, and insights on traffic safety, encouraging actions to prevent accidents before they occur.

Part of a full-page newspaper advertisement

 

Full-page advertisements promoting traffic accident prevention were published in six newspapers in July and December. Twenty-second commercials were broadcast periodically on four radio stations throughout the campaign period. In October, the "Know and Prevent" Traffic Accident Prevention Symposium was held, with its proceedings published in newspapers. Additionally, tie-ups were formed with Chunichi Dragons and Nagoya Grampus matches, featuring traffic safety messages displayed on video screens, distribution of collaborative stickers, and appeals from players. At the Nagoya Motor Show (December 12-15), traffic safety PR was conducted through booth exhibitions, and a project caravan was held at three local universities.

Collaboration scene at a Chunichi Dragons game	Collaboration sticker with Nagoya Grampus

 

Despite posting posters, stickers, banners, and bus stop advertisements throughout the city, Aichi Prefecture avoided being ranked worst for the 11th consecutive year. The number of traffic accident fatalities in 2013 decreased by 16 compared to the previous year.

Project website: aichi-safety.com