Lancashire campaign contrasts excuses with consequences

A new campaign focusing on three key causes of collisions and injuries – speeding, drink driving and the non-wearing of seatbelts – is the latest initiative by the Lancashire Road Safety Partnership to reduce the number of casualties on the county’s roads.

"Our research shows that many drivers find an excuse to believe that the terrible potential consequences of speeding, drink driving and not wearing a seatbelt will not happen to them," says Cheryl Brown, the Partnership’s public relations and marketing executive.

"The drivers we are trying to reach with this campaign are those who don’t think they are offenders and who don’t consider what they are doing to be dangerous. For example, those who tend to drive just a couple of miles over the limit, or have one drink over the limit, or are ‘just about to put their seatbelt on’."

The new campaign, Excuses/Consequences, contrasts a throwaway remark - typical of those made by many drivers - with a hard-hitting visual showing the consequences of the action referred too in the remark. The ads also highlight crash statistics relevant to Lancashire.

The first ad, All That Fuss Over A Couple Of Miles An Hour, broke in April 2002 and forms the basis of the 12 month campaign. The story develops each month to gradually reveal what ‘all the fuss’ is about.

"A particularly hot issue in Lancashire is the fact that drivers feel it is unfair to receive a fine and points for only going a few miles over the limit – particularly getting caught at, say, 35mph in a 30mph zone," Cheryl continues. "The ‘All That Fuss’ advert tackles this issue head on and states that over 3,000 drivers in Lancashire didn’t see what all the fuss was about – until it was too late."

The second speed advert, Cars Stop A Lot Quicker These Days, launched in June and focuses on the false sense of security that people feel because of the perceived safety of the modern motor car.

The first drink drive ad, A Half Won’t Hurt, was launched in May 2002 and addresses the issue of complacency. "We believe the target group is more likely to identify with a recognisable phrase that they have used themselves rather than a campaign that lectures or patronises them," adds Cheryl.

The first seatbelt commercial, I Didn’t Want To Crease My Shirt, broke in July and is based on research showing that a common reason for not wearing a seatbelt is personal vanity - in particular not wanting to crease a shirt.

Excuses/Consequences is running across the county and utilises billboards, bus shelters, local radio, advans, cinema and local press.

Further information about the campaign can be obtained from Cheryl Brown on 01772 264592 or by email at: Cheryl.Brown@env.lancscc.gov.uk