Printer friendly page
THINK! outside the box, delegates are challenged
Delegates were challenged to 'think outside the box' at the THINK! conference and workshop in London last Tuesday.
Abstract publicity concepts put forward by the DfT's communications agencies ranged from the naming and shaming of offenders, to challenging the notion that some road deaths are inevitable and unavoidable, and using road safety champions to make safe driving 'cool' and aspirational.
During the workshops, road safety professionals showed enthusiasm for a range measures including a graduated driving licence system that would determine the type of car the licence holder could drive, or the type of road they could drive on.
Other ideas included a system of financial rewards for responsible drivers - for example, cheaper insurance and petrol - and involving local communities in the campaign to make roads safer. Naming and shaming offenders and using black box technology to monitor driving behaviour also received support from some quarters - and there was strong support for getting road safety into the curriculum in schools, and for regular refresher training for drivers.
Earlier in the day, Jo Rushton (left), DfT's head of publicity, told delegates that since the THINK! brand was launched in 2000 some £60m has been invested in media advertising - and as a result the brand now has 66 per cent overall awareness, rising to 91 per cent among young males (a key target audience). She also said that research shows a gradual shift towards drink driving and speeding being unacceptable, and rear seat belt wearing being desirable.
Looking forward, Jo Rushton spoke of the campaign focusing on vulnerable groups. A new teenage pedestrian campaign featuring mobile phones will break in August, and 2006 will see a new a motorcycle campaign aimed at car drivers in the urban environment, and a new campaign about child restraints.
She closed by asking for feedback on a series of ideas that proved very popular with delegates - including the introduction of THINK! regional representatives, the provision of electronic artwork templates, and the creation of an online research library.
Other speakers included Graham Pendlebury, director of road and vehicle safety standards directorate, who gave an update on DfT road safety policy; Jeremy Martin from CML Research who outlined recent THINK! stakeholder research; and David Rodgers from NOP Research who presented recent THINK! segmentation research.
Copies of all presentations can be found on the THINK! website http://www.thinkroadsafety.gov.uk/conference/index.htm
