Rock opera gets speed message across to London drivers

Kill Your Speed is not an easy message for anyone to stomach - including aggressive London drivers. So how does one make drivers not only listen to this message - but also hear, and act, upon it? The London Safety Camera Partnership (LSCP) has developed an innovative campaign based around a rock opera to do just this.

The show takes place on Saturday, when traditionally many Londoners do their weekly shop. Unaware of what awaits them, they drive - probably a little too quickly - to the shopping mall. Their parking ticket carries a picture of a Grim Reaper on the rear with the tag line 'Let's not meet by accident!'

As they make their way to the mall they encounter an eye-catching stage - and again there is the image of the Grim Reaper and the message Kill your speed. An LSCP representative tells shoppers that a free show is about to begin, and encourages the crowd to participate in market research regarding speeding and speed cameras.

The 10-minute LSCP mini rock opera then begins. Incorporating acting, song and dance, the narrative comprises a young group of friends on their way to a birthday celebration. The driver is torn between his friend telling him to speed up and his girlfriend telling him to slow down. He makes the wrong choice and they are involved in a fatal speed related collision.

It is revealed that the collision took place one year ago and what the audience has just witnessed is the story being told through the guilt ridden eyes of the character who caused it. The serious messages are delivered through the lyrics of popular songs. Queen's Don't Stop Me Now, Pink's Get the Party Started, Sting's Fragile and U2's One are some of the numbers used.  

At the car park exit stands the Grim Reaper again - holding a sign that reads Kill Your Speed: Let's not meet by accident!. This parting shot is delivered as drivers get behind the wheel again.

The show is staged eight times in the course of a day and has already taken place in Romford, Lewisham and Croydon and Finchley. During October it is scheduled to be staged at Brent Cross, Stratford and Wandsworth.

The LSCP is happy for other camera partnerships and road safety teams to pick up the rock opera concept for use in their own area. For further information contact LSCP communications manager Rachel de Souza, RachelDeSouza@streetmanagement.org.uk , 020 7941 2212, or Dean McKain from the production company (Comment), 0207 6891612.