The project “Octopus with an attitude!” is aimed at traffic users in an accessible and interesting way. The intention is to raise traffic users’ awareness of risky behaviours through preventive and educational actions in pleasant environments such as club concerts, theater performances, street art and even social networks.

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Octopus Story

Octopus. Octopus vulgaris. Mollusc. It has 8 arms with which it can reach a distance of up to 3 meters. The octopus is perfectly adapted to life in the sea. It is incredibly cute. It has a well-developed brain. The octopus is a surprisingly intelligent marine animal. Thanks to its numerous arms and intelligence, it can perform several functions in parallel. However, it always chooses one – the priority one! The octopus loves good music and dancing. It enjoys it at concerts. In traffic, however, it keeps its mobile phone in its pocket and headphones around its arm.

Man. Homo sapiens. A living being. It has 4 arms with which it can reach a distance of up to 1 meter. Man is perfectly adapted to life in the city. It is incredibly cute. It has a highly developed brain. Man is the most intelligent and thoughtful being. Thanks to his numerous obligations and activities, he ignores the fact that multitasking is a myth and that it is almost impossible to perform two or more actions simultaneously and 100% efficiently. Such actions in traffic put him at risk and danger of injury, even death.

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Be like an octopus!

A wealth of neuroscience research tells us that the brain does not perform tasks simultaneously, as we thought or hoped it could. Every time we switch from listening to music to writing a text or talking to someone, the brain goes through a process of stopping and starting.

In one of the many letters he wrote to his son back in 1740, Lord Chesterfield also wrote this advice: “There is time enough for all the activities of the day if you will do them one by one. But if you will do them in parallel, not a year will suffice.” For Chesterfield, single-minded focus was not only a practical way of structuring time, but also a sign of intelligence. “This constant and undivided attention to one subject is a sure sign of superior genius; such as rushing, hurrying, and restlessness, the failing symptoms of a weak and frivolous mind.”

In modern times, rushing, hurrying, and restlessness have become so commonplace in many people’s lives that we have adopted a word to describe our efforts to meet the many pressing demands of our time – multitasking.

Used for decades to describe the parallel processing capabilities of computers, multitasking has now become shorthand for the human attempt to do as many things as possible at once, as quickly as possible, while using as many devices as possible of modern technology. The late 1990s and early 2000s were a time of the burgeoning of human multitasking.

The word multitasking began to appear as a “skill” on resumes, as office workers were expected to be high-tech and high-performance team players. “We are multitaskers – experts at piling, squeezing, packing, and overlapping different activities into our overcrowded moments,” wrote James Gleick in his 1999 book “Faster.” year.

When we talk about multitasking, we’re really talking about attention: the art of paying attention, the ability to redirect our attention and, more broadly, to make judgments about what objects are worthy of our attention.

People who have achieved great things and results often refer to their own finely honed skill of attention for their success. When asked about his special genius, Isaac Newton replied that if he made any discoveries, “it was more due to the attention of the patient than to any other talent.” Today, our collective will to pay attention is pretty weak. In the not-too-distant future, we may even be using new devices to help us overcome the unintentional attention deficits created by today’s devices. Our “technological governors” will then remind us to set mental limits when we try to do too much, too fast, all at once.

Then again, maybe we’ll just adapt and embrace what James Gleick called “acquired inattention.” The emails pouring in, the phones ringing non-stop, the messages arriving non-stop… will become just background noise.

But recently, challenges to the multitasking ethos have begun to emerge. Numerous studies have shown the dangers of using cell phones and other electronic devices while driving or in traffic in general.

As neuroscience and anecdotal evidence have shown us, this state of constant intentional self-distraction could be deeply detrimental to individual and cultural well-being.

When people do their work only in the “interspaces of their wandering minds,” with bits of attention focused on many competing tasks, their culture may gain information, but it will certainly weaken in wisdom.

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Be Like an Octopus / Multitasking is a Myth

SG.I has recognized the vulnerability of young people in traffic. Young and rebellious, they seek authorities and idols in music or sports. The information provided by such an idol is superior to anything that has come before and has the power to convey and perceive important messages.

The concept and promotional message “Be Like an Octopus” was created as an association with multitasking and a person’s overestimation of their own abilities and activities in traffic, with the aim of satisfying personal needs. A comparison with an octopus, an intelligent animal, which is often associated with multiple simultaneous activities due to its many arms.

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Every day without a mobile phone in traffic is a good day!

The project “A Day Without a Mobile Phone in Traffic” also has goals in a broader social context: safer traffic on the roads, protecting the lives and health of citizens, reducing material costs caused by traffic accidents… The project is led by the Croatian Association of Security Managers, supported by the National Road Safety Program, and is being carried out under the auspices of the Ministry of the Interior, the Ministry of the Sea, Transport and Infrastructure, the City of Zagreb, the Faculty of Transport Sciences Zagreb and the Croatian Chamber of Economy.

The use of mobile phones in traffic represents a major safety problem worldwide, it is called the fourth killer on the roads, and many countries are investing significantly in awareness and prevention campaigns. The project “A Day Without a Mobile Phone in Traffic” was launched in 2017, when on October 21, in the presence of numerous citizens, public figures and politicians, a date was officially inaugurated on Zagreb’s Cvjetni Square, on which we will organize awareness campaigns about the dangers of using mobile phones in traffic every year and call for responsible behaviour of all participants with the aim of reducing the number of traffic accidents.

The phenomenon of using mobile phones in traffic is widespread all over the world and Croatia is no exception, which unfortunately we ourselves see on the road every day – numerous drivers and cyclists who are on the phone behind the wheel, as well as pedestrians while crossing the roads engrossed in their mobile screens.

There are no precise statistics to show how many traffic accidents are caused by mobile phones. There are no regulations for procedures by which the police, during on-site inspections, and the judiciary during court proceedings, could determine whether a mobile phone was used at the time of the accident. The police conduct targeted controls on the use of cell phones in traffic throughout the year, and based on these results, we obtain statistics that show that 39 thousand drivers are caught in this violation annually, which is 4.7% of the total number of traffic violators.

Thanks to the results of the research on habits and behaviour related to the use of cell phones in traffic, which we conducted as the first of its kind in Croatia as part of the project, we were able to conclude that the use of cell phones in traffic is a behaviour that is considered socially acceptable and is not perceived as dangerous and irresponsible, as is the case, for example, with speeding, alcohol or drugs. As many as 91 % of drivers use their cell phones while driving, 33 % of cyclists and 50 % of pedestrians when crossing intersections and roads. Using a mobile phone is considered a necessity and necessity in everyday life, and there is very little awareness of the level of distraction caused by using a mobile phone in traffic. That is why we conducted the first study of distraction caused by using a mobile phone while driving, which showed that drivers react up to three times slower if they have a mobile phone in their hand!

The primary goal of the campaign is to raise awareness among all traffic users (drivers, cyclists and pedestrians) that using a mobile phone in traffic is irresponsible behaviour towards themselves and others and that it is very dangerous, because distraction leads to serious traffic accidents. The goal of the campaign is to change irresponsible behaviour into responsible behaviour – towards themselves and others and to create new, responsible and safe traffic habits.

SG.I has been supporting and implementing activities related to raising awareness about the dangers of using a mobile phone in traffic for the third year.

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Polvo com atitude

The city of Lisbon had so many problems with ugly graffiti on every corner of the city that the city authorities no longer knew how to deal with it. When they realized that it was impossible to remove graffiti, they decided on a completely opposite approach and simply started subsidizing graffiti. Today, instead of ugly drawings, there are real works of art on every corner in Lisbon, created in collaboration between artists and city authorities. Lisbon was guided by the saying: “If you can’t beat them, join them”, and the results are impressive.

Creating new or added value to something that already exists is extremely difficult, but also motivating. “Polvo com atitude!” is precisely creating additional value for all our stakeholders involved in the “Octopus with an attitude!” project. The project is simply ingenious because on a ten-meter-long wall, the most frequented place “Calçada da Glória”, next to the funicular railway, not such an ordinary city, but the city of Lisbon, which is included in the 10 most famous cities for its great graffiti, our “Octopus with an attitude!”

But why is this an added value for all our stakeholders?!?

First of all, we should emphasize the collaboration with a famous artist and graffiti artist who got the opportunity to show his skills in Lisbon. As proud as he is of us, we are also proud of him.

In second place are all the previous performers who in some way participated in the realization of the project “Be like an octopus”. There are rock bands that played at the Ruđer Fest in Jabuka, there is Zuhra, and then there are the hosts from KSET, FER and the Ruđer Bošković Technical School.

They all contributed in their own way to “Octopus with an attitude!”

In third place is our sponsor AZM, who financially supported us in the project and also feels part of the new “Polvo com atitude!”.

There are also our young people to whom we have presented “Octopus with an attitude!” so far. Rockers in Jabuka, students of FER and Libertas University, and students of Ruđer.

In the end, we, the members of the Institute, are happy that Hobica has taken its first step into the world and continues to gain new value.

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With a smile to safety

At the Vidra Theater, the play for all generations “Ocat i sin” celebrated its 100th performance! The role of the experienced dad is played by Zlatan Zuhrić Zuhra, a veteran of theater humor, and the role of the son is played by Tin Sedlar, a stand-up comedian and member of the Studio Smijeha. This comedy shows the generation gap between father and son. While the father represents the older generation and strives for safer methods, the son is a typical example of a modern boy who loves everything that young people love. The father has planned the whole day, but the son has other plans because he is getting ready for a date. The proud father uses all his powers to prepare his son in the best possible way.

The use of mobile phones and the increasing number of mobile applications have become an everyday thing, without which modern life is unthinkable. In addition to the positive effects that mobile phones bring, there are also a number of negative consequences. According to statistics, mobile phones are the 3rd killer in traffic in the Republic of Croatia. 90% of drivers, 50% of pedestrians and 33% of cyclists use mobile phones in traffic. In combination with headphones, mobile phones distract traffic participants, which results in an increased number of injured and fatal accidents, especially among young people.

The project “Octopus with an attitude!” raises awareness among young people about risky behaviour and directs them to positive and safe actions in traffic. Young and rebellious people seek out authorities and idols in public figures. The information provided by an idol in a “tame” musical or theatrical environment, in which young people feel safe and comfortable, is superior to anything that has been done before and has a greater power to convey and perceive important messages. This is precisely why we collaborated with stand-up comedians Zlatan Zuhrić and Tina Sedlar, who adapted the play “Ocat i sin” and input educational messages about traffic safety, thus enabling passive education and correction of bad habits among viewers.

The National Day Without Mobile Phones in Traffic was marked in collaboration with the “Vidra” Theatre and the play “Ocat i sin”. Before and after the show, the audience was introduced to the project and its activities and educational and promotional materials (T-shirt, flyer and sticker) were distributed to them.

The audience was educated about the true values ​​of life through 80 minutes of laughter and with new and established knowledge they were able to safely enter the traffic.

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Deaf and Hard of Hearing

During the COVID-19 pandemic, the activities of Octopus with an Attitude! were launched to raise awareness of the demands of deaf and hard of hearing people. The activities were primarily aimed at introducing sign language. Students, as well as employees of our sponsor Rail Cargo Logistics, were introduced to the sign language that says “No mobile phones in traffic!” Representatives of deaf and hard of hearing people also emphasized certain advantages of responsible use of mobile devices in traffic for all deaf and hard of hearing people. All activities are documented in videos on the official YouTube channel.