Students develop 'alternative' safety campaign

Media students working with FirstCar magazine have developed an advertising concept to make bad driving appear 'uncool'.

"There was no shortage of volunteers to join the FirstCar campaigns group and we selected a range of people from different backgrounds, with very different opinions and personalities," says James Evans , publisher. "We challenged them to research, produce and test a series of road safety concepts aimed at 17-21 year old young drivers to run in the magazine, and as posters and/or flyers."  

According to Evans, the group was really affected by the fact that more young females are killed as passengers than they are as drivers.

"The vast majority of young males weren't too affected by graphic images of crashes and body bags, even when they involved loved ones," he says.

"Those who took part in the research seemed to want to turn everything we've been used to doing on its head and show the benefits of good driving, rather than the consequences of bad driving."

"One respondent summed it up, saying: 'If you want people to drive safer, you need to make bad driving un-cool'."

"The result is the 'Drive her crazy' creative (pictured above), with a market research document that got me even more excited than the creative itself," Evans concluded.

'Drive her crazy' will feature as a double page spread in the next issue of FirstCar Magazine and is also available for RSOs to use locally.

Contact James Evans for more information on 01235 537755 or james@firstcar.co.uk.

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