1. Road Safety in Iceland Sturla Böðvarsson Minister of Transport Road safety stragedy in Iceland Awareness campaigns

2. Minister of Transport Responsible for Road Safety Since 2004 Road Safety Included in the National Transport Plan 2005 The Objectives: Number of fatal accidents per 100.000 inhabitants will be among the lowest in the world Number of fatal accidents and seriously injured will decrease of 5% every year to 2016 Executive Committee on Road Safety with Participation of the Road Administration, Road Traffic Directorate and National Police Commissioner Road safety stragedy in Iceland Awareness campaigns

3. Speed Control Fatal Accidens and Serious Accidents Most Frequent In Non- Urban Areas Contract with The National Police Commissioner 2005 to Address the Problem Focus on Known Dangerous Road Sections in Non-Urban Areas Concurrent Awareness Campaigns Good Results New Contract in February 2006 Road safety stragedy in Iceland Awareness campaigns

4. Example of Awareness Campaign The Title is “Victims” Addressed to the Feelings of the Viewer “Behind Every Fatal Accident is A Real Person” The Purpose is to Change Behaviour of Drivers The Music is very Important Element of the Clip Voted Best Campaign in Iceland 2004 in the Category “Public Health & Safety” Awarded Gold Medal in Eurobest 2004 in Same Category Road safety stragedy in Iceland Awareness campaigns

5. Road safety stragedy in Iceland Awareness campaigns

6. Gallup Survey on Awareness and Effectiveness of the Campaign 66,8% rates the campaign between 8-10. 2nd highest rate in Gallup’s History in Iceland for Commercial Campaigns 85,5% Understood the Message from the Campaign 38,4% Believe That the Campaign Will Change Their Driving 27,1 Believe it Will Have No Effect on Their Driving Road safety stragedy in Iceland Awareness campaigns

7. Road Safety in Iceland Has Improved Road safety stragedy in Iceland Awareness campaigns Injured People per 100.000 Inhabitants in Icelandic Road Traffic Fatal InjuriesSerious InjuriesMinor injuriesTotal Average 2000-20049,152,2408,2469,5 20047,839,2354,6401,6 20056,342,1301,6350,0