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THINK! campaign
round up
The THINK! team has been busy recently. Here’s a summary of
four new initiatives that will break in the next few weeks.
Child car seats
A new child car seat campaign will address the fact that parents
often don’t know what seat to use, how to fit it or when to
change to a different type of seat.
The
creative approach gets the messages across pictorially with ticks
and crosses - much like the airport safety card - to make understanding
easier for parents whose first language is not English.
"The campaign provides parents with clear unambiguous information
on child restraints, without frightening or preaching," says
the DfT’s Lisa Gossage. "Parents are keen
to protect their children – they just need the facts."
The campaign comprises two press ads and a poster.
For further info go to: www.thinkroadsafety.gov.uk
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Teenage
pedestrian safety
This campaign sets out to reduce the number of teenage deaths and
accidents on the roads.
"Teenagers are the most ‘at risk’ road users but
they don’t realise this," says the DfT’s David
Watson. "They believe they are ‘street smart’
and have nothing more to learn. Distractions are big danger. When
they're out and about in a group, texting or listening to personal
stereos while crossing the road, they are not paying enough attention
to traffic."
The campaign conveys the message that traffic is the biggest single
killer of young people and demonstrates the dangers of the roads
to teenagers in a way they will connect to.
The campaign deploys the existing TV/cinema ad ‘My House’,
the ‘mobile’ and ‘stereo’ radio ads and ‘computer
game’ posters. The campaign is running until March 2004 on
selected satellite TV stations, radio chart shows and cinema. The
next burst of cinema advertising will run for the first week of
the release of Tomb Raider (August 22 - 28) and an outdoor poster
campaign will run in early September outside selected newsagents
where teenagers congregate.
There is a significant quantity of six sheet posters in stock for
RSOs to compliment the national advertising with their own local
promotions.
For further info go to: www.thinkroadsafety.gov.uk/teenagers/index.htm
Motorcycle
safety
A new burst of the ‘Now you see him, now you don’t’
motorcycle commercial will run on television across the August Bank
Holiday weekend.
"There is an increase in the use of powered two wheelers in urban
areas and as we all know motorcyclists are among the most vulnerable
of road users," explains the DfT’s Stephen Bethel.
"The commercial highlights the dangers to motorcyclists of drivers
making right turns without first checking their blind spot - one of
the most common causes of motorcycle accidents. We are reminding motorcyclists
and drivers to ‘look out for each other’."
The commercial – which will run on terrestrial and satellite
channels, targeting major conurbations - can be viewed at http://www.thinkroadsafety.gov.uk/motorcycles/safety.htm
Child
road safety
An ‘all-new’ hedgehogs TV commercial will make its debut
on 28 August. The commercial will run on terrestrial and satellite
channels, targeting children’s programming. New posters for RSOs
to use will also be released.
A large number of accidents involving child pedestrians take place
near the child’s home because children often feel that roads
close to home are safer.
The commercial communicates to children - in a humorous way - how
unpredictable the roads can be, especially those with which they are
very familiar.
The commercial, ’Knowing the road’, is new ground creatively
for the hedgehogs. A richer 3-D world with a host of hedgehog characters
has been created - previously there was only one main protagonist.
Music is retained – this time lyrics are sung to a quirky 50s
R&B track – ‘Ain’t got a home’ by Clarence
‘The Frogman’ Henry.
Further
information about all of these campaigns is available in the members’
section of this website, under ‘DfT communications’.
The members’ section is password protected - LARSOA members can
obtain the password from secretary Brian Hogarth, bhogarth@bun.com.
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