Innovative four-tier campaign targets young drivers

An innovative campaign aimed at young drivers has been developed as a joint venture between Nottinghamshire County Council and the West Midlands Camera Partnership (WMCP). The campaign comprises a scratch card, radio commercials and interactive game.

In the West Midlands, as in many other areas of the country, a significant number of young drivers are killed or injured in road traffic crashes (RTCs). Research carried out by Birmingham University shows that 17-24yr olds males account for 27 per cent of total bed days attributed to RTCs and females in the same age group account for a further 20 per cent.

"We conducted some localised research at Coventry University into student perceptions and the over riding feeling was that younger drivers are not overly concerned about injuring themselves in a RTC, but are concerned about injuring or killing a friend in the car," says Adam Warwick, WMCP’s communications officer.

Students interviewed suggested that leaflets do not really appeal to this age group - particularly when they receive a mountain of leaflets in their Freshers Pack and at Fresher Fairs. Respondents also indicated that an interactive approach could be a good way to get people interested in a campaign.

"We therefore came up with a four-tiered campaign that begins with a fun scratch card with four road safety questions," Adam Warwick continues. "On the scratch card is a link to a website that we created, www.win-win-win.org.uk. The website comprises a student survival kit with some interesting and amusing money saving tips along with information about being a safer driver.

"The third tier is a series of four radio commercials giving out two messages. The first message is that speed takes and ruins lives and the commercials focus on the driver surviving but his friends/girlfriend getting killed. The second focuses on the penalties a young driver might incur - £60 fine, points on licence and having to retake the driving test," he adds.

The scratchcard, website and radio advertising all feed in to the final tier of the campaign - an interactive driving game developed by Galaxy FM. The game requires the player to negotiate a cityscape in a car and collect licences and company logos - while driving within the speed limit and not causing danger to other road users. There is a £250 cash prize for the winner.

For further information about the campaign contact Adam Warwick on 0121 626 5232 or a.warwick@west-midlands.police.uk.