RYD – Social Marketing with young people

March 21, 2011


On March 3, Axel Druart gave us the real pleasure to share with us some insights of the Social Marketing actions he has undertaken with the Responsible Young Drivers, at a Belgian, European and even worldwide level.

The RYD aims to build awareness among the young generation of road safety issues in a broad sense. This includes issues such as alcohol and drugs consumption, AIDS and the expression of violence and aggressivity. Now, awareness building calls for very subtle skills, beyond the more traditional use of communication media.

Alex detailed the aims and actions of RYD, emphasizing the methodology of awareness campaigns with young people. He outlined the YOURS campaign at European level and introduced the Citi-Zen project by the French Association Avenir Santé.

Here is the presentation Alex used  during the lecture. It is also downloadable from the Skydrive, where all student documents are stored (look in the right sidebar). I would like to thank Alex Druard very warmly for accepting our invitation, and wish him all the very best with his new European appointment.

RYD – How to work with young people for RS campaigning – Social Marketing-1

RYDThe last slides present the CitiZen project. This is the basis for the pitch you’ll prepare in teams of 4 students, to hold on May 19. This will be presented in front of a jury including professionals, starting with Aurélie Losseau (RYD coordinator), Luc Debaisieux (Online Marketing Manager at RTBF.be – @mindblob)

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[…] May 19 we are to take the Elevator Pitch for the City-Zen campaign introduced by Axel Druart from RYD Belgium. The City-Zen concept is introduced in Axel’s slides.   Regarding the assignment for the […]


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