The project “Octopus With an Attitude!” aims to reach traffic users in an accessible and interesting way. The intention is to raise traffic users’ awareness about risky behaviors through preventive and educational activities in pleasant environments such as clubs, concerts, theater performances, street art and even social media.
The Octopus Story
Octopus. Octopus vulgaris. Mollusk. It has 8 arms that can reach distances 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 tasks simultaneously. However, it always chooses one – the most important 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.
Human. Homo sapiens. A living being. It has 4 arms (2 hands and 2 legs) that can reach distances of up to 1 meter. The human is perfectly adapted to life in the city. It is incredibly cute. It has a highly developed brain. The human is the most intelligent being and is capable of thought. Thanks to its numerous obligations and activities, it ignores the fact that multitasking is a myth and that it is almost impossible to perform two or more actions simultaneously and 100% efficiently. This behavior in traffic puts it at risk and danger of injury, even death.
Be Like an Octopus!
A wealth of neuroscience studies tells us that the brain does not perform tasks simultaneously, as we once thought or hoped it could. Every time we switch from listening to music to writing 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 gave this advice: “There is time enough for everything, in the course of the day, if you do but one thing at once; but there is not time enough in the year, if you will do two things at a time.” For Chesterfield, single-minded focus was not only a practical way of structuring time but also a sign of intelligence.
“This steady and undissipated attention to one object is a sure mark of a superior genius; as hurry, bustle and agitation, are the never-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 modern technological devices as possible. The late 1990s and early 2000s were a time of expanding human capabilities to juggle multiple tasks at once.
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 multitasking connoisseurs — experts in crowding, pressing, packing, and overlapping distinct activities in our all-too-finite moments,” wrote James Gleick in his 1999 book “Faster”.
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 attribute their success to their own finely honed skill of paying attention. When asked about his special genius, Isaac Newton replied that if he made any discoveries, it was “owing more to patient attention than to any other talent.” Today, our collective will to pay attention is pretty weak. In the not-too-distant future, we may even use 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 constantly, the messages arriving constantly… that will become just background noise.
But recently, challenges to the multitasking ethos have emerged. Numerous studies have shown the dangers of using cell phones and other electronic devices while driving or participating 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 “interstices of their mind-wandering,” with bits of attention split between many competing tasks, their culture may gain in information, but it will certainly weaken in wisdom.
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 surpasses all previously used methods of spreading information, so idols have the power to convey and help people comprehend important messages.
The concept and promotional message “Be Like an Octopus” was created as an association with multitasking and human tendency to overestimate their abilities and activities in traffic, with the aim of satisfying personal needs. We make a comparison with an octopus, an intelligent animal, as itis often associated with multiple simultaneous activities due to its many arms.
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 and Traffic Sciences in 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, the project was officially inaugurated on Zagreb’s Cvjetni Square. We will annually organize awareness campaigns about the dangers of using mobile phones in traffic and call for responsible behavior of all participants to reduce 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 witness on the road every day – numerous drivers and cyclists using their phone while driving/riding a bike and pedestrians 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,39 thousand drivers are caught for this violation annually, which accounts for 4.7% of all traffic offenders.
Thanks to the results of the research on habits and behavior 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 behavior 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 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 on 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 participants (drivers, cyclists and pedestrians) that using a mobile phone in traffic is irresponsible behavior 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 behavior into responsible behavior – towards themselves and others – and to create new, responsible and safe traffic habits.
For the third consecutive year, SG.I has been supporting and implementing activities related to raising awareness about the dangers of using a mobile phone in traffic.
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 the 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 all about creating added value for everyone involved in the “Octopus With an Attitude!” project. The project is simply brilliant because on a ten-meter-long wall, in the most frequented spot, “Calçada da Glória”, next to the funicular railway line, in the not-so-ordinary city of Lisbon – a city that ranks among the top 10 most famous cities for its amazing graffiti – you can find our “Octopus With an Attitude!”
But why is this an added value for the project participants?!?
First of all, we should emphasize the collaboration with a famous artist and graffiti artist who showcased his skills in Lisbon. We are just as proud of him as he is of us.
Secondly, we want to acknowledge all the previous performers who in some way participated in the realization of the “Be Like an Octopus” project. This includes the rock bands that played at the Ruđer Fest in Jabuka, Zlatan Zuhrić Zuhra and our hosts from the Electrical Engineering and Computing Students Club (KSET), Faculty of Electrical Engineering and Computing (FER) and the Ruđer Bošković Technical School.
They all contributed in their own way to the “Octopus With an Attitude!”
Third place goes to our sponsor, AZM, who financially supported the project and shares our passion for the new “Polvo com atitude!”.
Next, we need to mention all the young people to whom we have presented the “Octopus With an Attitude!” so far. Rockers in Jabuka, students of FER and Libertas International University and students of Ruđer Bošković School.
Finally, it brings us, the members of the Institute, a lot of joy that our Octopus has taken its first step into the world and continues to gain value.
With a smile to safety
At the Vidra Theater, the play for all generations “Ocat i sin” celebrated its 100th performance! The veteran comedic actor Zlatan Zuhrić Zuhra plays the experienced father, while a stand-up comedian and member of Studio Smijeha Tin Sedlar portrays his son. This comedy shows the generation gap between a father and his son. The father, representing the older generation, prefers safer methods, while his son represents a typical young man, embracing all things popular with his peers. While the father has planned the whole day, 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.
Modern life is unimaginable without the ubiquitous presence of mobile phones and their ever-growing array of applications. In addition to the positive effects that mobile phones bring, there are also a number of negative consequences. According to the statistics, mobile phones are the fourth 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 behavior and directs them to positive and safe practices 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, surpasses all previously used methods. Idols have a greater power to convey important messages and make people comprehend them. This is precisely why we collaborated with stand-up comedians Zlatan Zuhrić and Tin Sedlar, who adapted the play “Ocat i sin” to incorporate educational messages about traffic safety, thus enabling passive learning and correction of harmful habits among the audience.
The National Day Without Mobile Phones in Traffic was observed in collaboration with the “Vidra” Theater and the play “Ocat i sin”. Before and after the show, we introduced the project and its activities to the audience, and distributed educational and promotional materials (T-shirts, flyers, and stickers).
Eighty minutes of laughter educated the audience about life’s true values, equipping them with the knowledge to navigate traffic safely.
Deaf and Hard of Hearing
During the COVID-19 pandemic, as part of the “Octopus With an Attitude!” project, several activities took place in order to raise awareness of the needs of deaf and hard-of-hearing people. The activities primarily aimed to introduce sign language. Students, as well as the employees of our sponsor Rail Cargo Logistics, were taught the phrase: “No mobile phones in traffic!” in sign language. Deaf and hard-of-hearing representatives also highlighted the advantages of responsible use of mobile phones in traffic for all deaf and hard-of-hearing people. You can see all the activities in videos on the official YouTube channel.
