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AXA Sigorta - RoadSafety Campaign

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Company: AXA Sigorta, Istanbul, Turkey
Company Description: AXA is present in 64 countries, as AXA Sigorta Turkey with 800 employees we are a company comitted to serving our 107 million clients with passion . Our areas of expertise are applied to a range of products and services that are adapted to the needs of each and every client across three major business lines: property-casualty insurance, life & savings, and asset management.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign/Program of the Year - Communications Research

Nomination Title: RoadSafety Campaign

Tell the story about this nominated campaign since 1 January 2017 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.

At AXA Sigorta Turkey we believe in empowering people to live a better life.

With this vision and in line with our strong commitment of 125 years in Turkey, we believe it is our utmost duty to serve the needs of the society in a way that extends beyond business. It is our job to not only help people and their families get back on their feet after any accident or devastating event but to provide them with enough information and support they may need to prevent accidents, keep their and their families’ health and assets safe and prepare for a secure future. Our Road Safety project is one such endeavor.

We believe that Road Safety is a collective responsibility and as AXA Sigorta are proud to be contributing to this very important issue. With this understanding we have asked EDAM and Istanbul Survey to conduct a Road safety research, the results of which are presented in this report. Our aim is to generate meaningful actions which would, among others, contribute to improve Road safety in Turkey. Through this project, AXA Sigorta would like to contribute to the overall ambition of the EGM, which is to bring the level of traffic accidents down to 50% by the year 2020. We hope our findings detailed in this report and our campaigns that we will be conducting within this framework will provide grounds for awareness of the importance of good and responsible driving habits which do save lives.

When looking at the findings of this research we have come to understand that along issues such as backseat safety belt usage and over speeding, one of main cause of road accidents is the usage of mobile phones during driving. This is unfortunately an ever increasing phenomenon especially among young people.

1 out of 5 drivers think that there is no problem about taking on the phone while driving. Among 18-35 this number is 80% higher than 35+ drivers.
1 out of 4 drivers think that they can have a look to their phones while driving. Among 18-35 this number is 72% higher than 35+ drivers.
1 out of 5 drivers respond to emails while driving. Among 18-35 this number is more than twofold. (132% higher)
1 out of 10 drivers respond to emails while driving. Among 18-35 this number is close to 3 fold. (191% higher)
1 out of 6 drivers respond to sms’s while driving. Among 18-35 this number is more than2,5 times. (175% higher)

Following a press conference declaring the Project:

• Road safety news published in 15 different newspapers as of today and we got 4,4 million reach which means 4,4 million people read our news. As a result of our news coverage of 15 newspapers, we obtained an advertising equivalent of 204K TL.
• In the online media road safety news published in 80 different web sites.
• Our road safety report results were broadcasted on CNNTürk and Kanal24 TV channels. CNNTürk broadcasted the news with our logo and brand name 6 times on 22 – 23 February. The broadcasts on these two channels have an advertising value of 400K.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2017 (up to 150 words).

• Road safety news published in 15 different newspapers as of today and we got 4,4 million reach which means 4,4 million people read our news. As a result of our news coverage of 15 newspapers, we obtained an advertising equivalent of 50K EUR
• In the online media road safety news published in 80 different web sites.

•Our road safety report results were broadcasted on CNNTürk and Kanal24 TV channels. CNNTürk broadcasted the news with our logo and brand name 6 times on 22 – 23 February. The broadcasts on these two channels have an advertising value of 400K