A campaign that has evolved out of research commissioned by LARSOA and funded by BSM is being made available free of charge to road safety teams.
'Best mate’ targets young drivers by challenging them to take responsibility for their passengers.
The creative comprises two posters showing a female and male model who have lost limbs. The copy asks the reader how they would feel if they had been responsible for this outcome as a result of a crash while they were driving.
The campaign has developed on the back of a study carried out in summer 2007 that tested a series of advertising concepts aimed at young drivers. The research concluded that the thing young drivers fear most is killing or maiming someone they are close to who is travelling as a passenger while they are driving.
BSM has now provided further funding to cover development of the campaign and print and distribution of the posters. The only cost to road safety teams is the overprinting of their logo/contact details (if required), and supplying the artwork in other formats (if required).
“The posters are ideal for use in pubs and night clubs and educational establishments – places where young people can be found in numbers,” explains Jo Lazar, project manager at Stennik, the company behind the campaign.
“The posters are available on a first come first served basis, and we’ve already had an excellent response with 27 road safety teams requesting a quantity (at the time of going to print).”
The deadline for requests is Monday 7 April. For further information or to order contact Jo Lazar on 01379 650112.
