How's your driving

There are over 20 million licensed drivers in Poland. Most of them - us, really - deal with unsafe driving situations while on the road. According to the survey conducted for the bank, in the past 5 years 37% of drivers have been issued traffic ticket and each 5th have caused accident on the road. How to improve the awareness that “Safety happens now?” Santander Bank Polska took an innovative approach to this issue and created digital platform for community of responsible road users. The goal of How’s Your Driving (Jak Jeździsz) is to raise awareness among Polish drivers and thus promote responsible and courteous behavior on the road.
With a Facebook community numbering 121K fans, How’s Your Driving is by far the most successful road safety campaign in Poland.

Outcomes

Nowadays educational information goes to 121,000 fans on Facebook platform. However, this is not the most impressive number. What we are really proud of, is the current - reach of the fanpage: 29 million with 1,1 million reactions to posts! These numbers prove that this initiative is visible, appreciated and what is most important… necessary.
121
thousand
Facebook fans at the end of 2018
29
million
people reached annualy
400
thousand
average post reach

Additional range of activities

  • PUBLIC RELATIONS
  • INTERNAL COMMUNICATION
  • WEB APPS
  • WEBDESIGN
  • VIDEO
  • EVENTs
  • PROMOTIONAL MATERIALS
We used various tools of modern PR in the wide project promotion. Constant and good communication with journalists resulted in multiple articles and graphic projects in the largest Polish media channels.
Our skills and experience allowed us to engage Santander Bank employees in the project 'How you drive'. As part of the cooperation with the team we were able to communicate via intranet, and organise internal competition and training on safe company car driving.
To make this education form even more interesting, we produced desktop games, helpful to understand the intricacies of circling a roundabout or to perform CPR in case of car accident.
Thinking of project management as a complex activity, we created the campaign website, with subpages for particular subprojects.
Thinking of project management as a complex activity, we created the campaign website, with subpages for particular subprojects.
We organised a series of events for Santander Bank Polska within the project 'How's Your Driving', including a very successful Motor Show Poznań 2016 event.
The size of competitions, events and training required production of original car gadgets, branded with the logo of both 'How You Drive' campaign and Santander Bank Polska.