We organised the first year of the Ford Driving Skills for Life (DSFL) in the Czech Republic, which became part of Ford Fund´s international CSR project focused on education of young drivers. DSFL is thanks to its program unique project. First year of the Czech event attracted 367 young drivers (TOP 3 in Europe).


Our aim was to motivate drivers aged 18-24 to participate Ford’s safe driving course, especially because in other surrounding countries organizations faced lack of participation. As location we selected Brno-Tuřany Airport.


In cooperation with BESIP (organisation of road safety) we highlighted the problem of accidents caused by young drivers. We used crash statistics and journalist to address young drivers and their parents. We also created a radio spot featuring Ford ambassadors (model Nikol Švantnerová and rally driver Martin Prokop) and used their social media channels to boost a reach. The radio campaign was broadcasted in prime time by Evropa 2, Hitrádio City (Southern Moravia) and Fajn rádio. We also organised a press conference in the building of the Czech Ministry of Transportation focused on car accidents of young drivers.


In total 367 young drivers aged 18-24 participated the course that was overseen by former rally driver Martin Semerád who taken the role of leading instructor. 95 % of the participants admitted that they improved their driving skills thanks to the driving course. 76 % of them stated they would change their behaviour on the roads.


Ford ranked the Czech event as second strongest in Europe. The project led to more than 25 outputs in Top Tier media (including Czech TV reportage, articles in Právo daily, Deník or iDNES.cz) and generated 27 936 156 OTS.


Lemur 2019: 3rd place in category Events




15th – 16th September 2018


Event management, media relations