Covéa and its brands committed to road safety

MAAF focuses on education and events

Throughout the year, MAAF organises prevention initiatives combining advice sharing, educational meetings and influential media appearances aimed at young people, for whom the road is the leading cause of death.

« Home Run » on Fortnite: the fun road safety experience launched by MAAF

This year, MAAF has chosen the game Fortnite to raise young people's awareness of the dangers of the road. The aim is twofold: to offer them a unique and fun experience in their favourite game, but also to give them the opportunity to acquire the reflexes they need to drive responsibly. Players are taken on an adventure full of pitfalls and obstacles, with the aim of getting home safely. To guide players in their choices, prevention and explanation screens are integrated into the experience. In less than 3 months, the game, which will be online until 2025, has already attracted more than 60,000 players.

Ever more targeted actions

In 2024, MAAF wanted to make its operations even more concrete. With the MAAF Prevention Village, organised on 26 March at the Carole circuit in Tremblay-en-France (93), 500 young people were able to learn about the dangers of the road through seven experimental workshops and two simulated accidents, one between a scooter and a car, the other between two cars.

AlcooTel, the free smartphone alcohol test

AlcooTel is a free application designed by MAAF so that anyone can assess their blood alcohol level. In 2023 and 2024, the application was featured in poster campaigns at the Stade de France, in ski resorts in the Alps, and nationally during the Rugby World Cup, the festive season and the Euro football tournament. To reach 18-30 year-olds in particular, a social media campaign has been devised, with videos and short interviews broadcast on Facebook, Instagram, Tiktok, X and YouTube.

Finally, thanks to the partnership renewed in 2018 with the NRJ Summer Tour, MAAF has invited itself to 10 beaches in the four corners of France in August 2023 to encourage thousands of young people to take responsibility for drink-driving.

Vigicarotte, a fun and festive scheme

Launched in 2001, the Vigicarotte scheme aims to raise awareness among young people aged 18 to 25 of the dangers of drinking and driving and to encourage them to take responsibility.

In 2023, the scheme was present at 5 festivals, raising awareness among more than 21,000 festival-goers who tried out activities such as goggles simulating blood alcohol levels, virtual reality to help them understand the dangers of using a mobile phone while driving, and the AlcooTel application. Vigicarotte is continuing its tour again this year, visiting a total of 7 festivals.

MMA: a pioneer focused on young people and businesses

MMA's goal is for everyone, whether driver or pedestrian, to be an active participant in their own prevention and a prescriber of advice to their loved ones.

La Route Zérotracas: the first site dedicated to road risk prevention

In 2000, MMA was the first insurer to create a website exclusively dedicated to road risk prevention. The La Route Zérotracas site provides numerous tips for safe driving and accident avoidance. It targets a wide audience: motorists, motorcyclists, scooter riders, cyclists, pedestrians, and users of motorized personal transport devices (EDPM). The site offers advice on vehicle and equipment maintenance, updates on traffic regulations, and best practices for managing road risks.
 

Initiatives dedicated to young people

Among its many initiatives, MMA has created three free applications designed to raise awareness of road safety, particularly with a view to preparing for the Highway Code exam.

The year was also marked by a number of media highlights aimed at young people:

• In summer, launch of a campaign to encourage young people to go on holiday, broadcast on television and radio.
• Launch of an awareness-raising campaign on social networks entitled ‘The street is not a sports ground’, with the participation of sportsmen and women.
• In December, launch of the ‘Tout est permis by MMA’ campaign aimed at young people, with a programme broadcast on Twitch and hosted by internet content creators to highlight the importance of revising and passing the Highway Code.

Prevention tailored to the needs of professionals

As France's 2nd largest insurer of professional risks, MMA is also involved in numerous road safety initiatives aimed at professionals and companies. Since they face specific risks, the challenge is to train and inform them about road accidents, vehicle theft, the risk of losing a driving licence, damage to employees' health, etc. 
MMA has published a white paperNew Tab on the best ways to protect against occupational road risks, while offering appropriate solutions should employees fall victim.
 

A digital and press campaign was launched in May 2023 on road risk among professionals during the Road Safety at Work Days, including an opinion survey and awareness-raising videos.

In 2024, to mark the 10th anniversary of the MMA study on occupational road risk, the operation was repeated with the ‘When you're a professional, don't play at the wheel’ campaign. Its three spots focused on the major distractors to driving: using the telephone at the wheel, speeding and drowsiness. Broadcast on webradios and replays on major French radio stations, the aim was to encourage managers to raise awareness among their employees and protect them through practical action.

GMF explores new areas of prevention

Because GMF's mission is to support all those whose work serves the general interest within the public service or a company with a public service remit, GMF is innovating to offer them targeted prevention initiatives, while reaching out to a wider audience. Every year, 2,200 road risk prevention initiatives are carried out by the insurer's instructors at sites that place their trust in it.

Innovative teaching methods

GMF uses new technologies to raise awareness in a different way. The insurer uses virtual reality helmets to plunge users into the heart of road risk, inviting them to experience a new kind of road safety.

In partnership with Ediser, GMF is innovating by creating a driving simulator equipped with software dedicated to ambulance drivers, firefighters and police officers. This software has been specifically designed to reproduce the conditions encountered by assistance professionals in emergency situations, providing a better understanding of emergency driving.
 

GMF is also relying on face-to-face training to change behaviour, on topics such as eco-driving and senior coaching for members over 65.

"Vies éclatées" ("Shattered Lives") is a series of portraits of young people recounting the accident that changed the course of their lives. This educational tool, which is used to raise awareness among secondary school pupils in the second year of secondary school, brings the risks to life and raises awareness of the dangers of the road.

In 2023, GMF ran 25 eco-driving training sessions, 44 senior coaching training sessions, 12 emergency driving simulator training sessions at police sites and 245 events at military sites as part of Unéopôle.

Road safety can be learned at any age. GMF has designed "Trace ta route avec Max"  ("Trace your road with Max"), a competition that allows teachers of 4th and 5th years of primary school pupils to design a game with their class on the theme of road risk prevention. It's a serious subject treated in an entertaining and engaging way, since the winning game is then produced by GMF. In 2024, the 5th year class from the Sainte-Agnès school in Bayonne was awarded a prize for its game of the goose.

Covéa supports its brands and engages at the group level

Covéa supports the initiatives of its brands while carrying out specific actions at the Group level.

Promoting tool development and broadening reflection

Covéa supported the development of two applications:

• CoachAAC, which assists insureds and young drivers in accompanied driving. Designed with driving education professionals, it offers educational advice for the accompanying person that adapts to the young driver's progress. It includes recording completed trips and kilometers driven to automatically fill out the accompanied driving logbook (with phone geolocation activated). Additionally, it provides support to track and evaluate the apprentice's progress throughout the accompanied driving period.
• DrivMeUp aims to prevent road risks in a fun way through driving coaching and motivating challenges.

Covéa also supports Unir (Une Nouvelle Idée de la Route - A New Idea of the Road), the think tank of the Road Safety Association (APR), which reflects on the future of mobility from the perspective of human and social sciences.

Cesvi, is the 90% Covéa subsidiary research and technology watch center that leverages its expertise in accidentology for crash tests, equipment and product testing, accident investigations, studies and research, and training.

Covéa Solutions Prevention and the services platform

Through Covéa Solutions Prevention, MAAF and MMA offer their business clients a range of solutions for greater road safety. This includes Road Risk Prevention Programs (PPRR) for insured fleets, a catalog of on-site training that can be subscribed to occasionally or as part of a PPRR, and a catalog of e-learning courses addressing road risks in the workplace.

The Covéa service platform, accessible to MAAF, MMA, and GMF members, offers risk prevention services, such as discounts on the purchase of prevention equipment for cyclists and scooter users to promote soft mobility.
 

While our primary mission is to cover risks and compensate for claims, the challenge remains to limit their frequency and severity. And when accidents do occur, Covéa and its brands are committed to supporting insureds who face them.