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Case Study

Alcokart: Taking road safety to the media

Press Office | Social Marketing | Strategic Communication

The context

Alcokart is an innovative and pioneering Project in Portugal promoted by GARE -Association for the Promotion of a Road Safety Culture. Its main objective is to raise awareness among young people about the dangers of driving under the influence of alcohol or other substances, through a practical and immersive experience: driving an electric kart that simulates the effects of these substances. The activity can take place in different places, from schools to public event spaces. Since 2008, Hora das Palavras has collaborated with GARE on a pro bono basis. During the period covered in this case study, the collaboration was intensified thanks to funding obtained by GARE, which enabled the project's communication efforts to be scaled up across multiple fronts.

The challenge

In addition to the broader goal of enhancing GARE’s visibility and that of its initiatives, the partnership focused on two key strategic objectives: To increase media visibility for the Alcokart project, in order to generate school visit requests. To engage with various stakeholders to secure sponsorships that would ensure the project’s sustainability and growth.

The solution

Hora das Palavras developed a communication strategy based on tailored storytelling, adapted for all types of media, with a particular focus on television due to the visual and impactful nature of the activity. The tactics implemented led to broad and significant media coverage: -121 notable news pieces, including: -11 on television; -6 on radio; -32 in print media; -72 in digital media.
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Results and Impact
The communication strategy and its execution achieved strong results: 

  • GARE became recognized as a credible and organized source of information for the media and is now regularly approached by journalists for commentary on road safety topics. 
  • GARE was acknowledged as one of the three most relevant associations in the sector, alongside PRP – Portuguese Road Safety Association. 
  • 47 Alcokart events were held across different regions of the country, engaging around 4,500 high school and vocational students. 
  • GARE received 108 institutional inquiries expressing interest in the project. 
  • Two key sponsorships were secured: PSA International Foundation and Liberty Seguros. 
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