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05/07/2011
Cartoons for road safety

From Goodyear

The language of teenagers is also expressed in a cartoon in which the heroine is engaged in maintaining safety on the roads. Ten episodes in manga-style videos and comics made by Goodyear to raise the awareness of young drivers of today and tomorrow

by Duilio Damiani

“For the United Nations Decade of Action for Road Safety, Goodyear is promoting a project that aims to spread road safety education by working on the concepts of responsibility and prevention” – stated Luca Crepaccioli, chairman and CEO of Dunlop Italia.

 

A heroic cartoon character, an airship flying over the city, and an ever-vigilant eye on road users. This is the outline of an extremely important message aimed at young drivers, who are frequently the most exposed to the risks of less than responsible mobility. Precisely because of their age, teenagers are not anxious about events they believe will not affect them. Road safety education is also conveyed in the latest communication languages in a project promoted by Goodyear. Because of its social character, it has been recognized through the support of the Ministry of the Interior and the Ministry for Youth Affairs.
The main cartoon characters are Goodhero (the television series features the voice of actress Claudia Gerini) and Goody, her inseparable robot. Just like the most famous cartoon heroes, they are always ready to go to the rescue of car drivers in trouble and by so doing the prevent accidents.
The ten episodes produced to date (and there might even be a sequel) are aired every day on Deejay TV at  2pm, 4pm and 7pm. Each one covers an important aspect of road safety and the various factors that cause accidents such as distraction, incorrect vehicle maintenance, excessive speed, and so on. Making an appearance from time to time as part of the storyline of each episode are the partners of the initiative: the police, volunteers from the Cittadinanzattiva (Active Citizenship)  association or travellers from the “Centro Turistico Studentesco e Giovanile”.
“For the United Nations Decade of Action for Road Safety, Goodyear is promoting a project that aims to spread road safety education by working on the concepts of responsibility and prevention” – stated Luca Crepaccioli, chairman and CEO of Dunlop Italia – “In this context and to be consistent with our “Safety Together” philosophy, we intend to promote education about road safety through social responsibility projects with the participation of everyone involved in ensuring road safety to make them aware of their responsibilities. If we all work together we can make roads safer and citizens more aware”.
Contributing to the Goodyear project are such authoritative partners as the police: “We liked the idea of a heroine who uses modern and effective language to explain about dangerous behaviour to drivers and pedestrians” – emphasized Elisabetta Mancini, Vice Questore Aggiunto della Polizia di Stato (Assistant Chief of Police) – “which is what we are doing in the Icaro project, because we are certain that information is the main road to prevention.”
The participation of an association like “Cittadinanzattiva”, a civic responsibility movement in Italy and throughout Europe, focuses on the shared aim of protecting citizens by contributing to the social importance of the initiative. Just as the participation and support of CTS – Centro Turistico Studentesco e Giovanile – are oriented towards youth mobility and responsible tourism, starting first and foremost with roads.
This initiative is part of the wider  project “Safety Together: Goodyear for road safety education”, which integrates different levels of communication. It uses different platforms, modern communication tools, that will reach a wider audience of young people: television, primarily, and Deejay TV, a theme channel that has always been close to teenagers and on which the cartoon series at the heart of the initiative is shown; but also meeting projects for fourth and fifth year pupils in about a hundred schools in three regions, Lombardy, Lazio and Puglia; a special website www.goodhero.it, which gives a more in-depth explanation of the global project, with features such as going backstage while Claudia Gerini was recording her voice for the character. And of course the inevitable presence on Facebook, Twitter and YouTube, with the debut of the first two episodes. Lastly, specifically targeting young people, a multimedia aspect that could not be left out: an entertaining and educational iPhone and iPad application for testing road safety knowledge.

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