In December 2006, the Safety Camera Scheme, as part of the Midlands Safety Camera Partnership, received a Prince Michael International Road Safety Award under the category of Public Education for the Speeding – It’s Not Impressive campaign targeting young drivers. The hard-hitting campaign was designed to persuade speeding motorists to change the way they drive. The campaign was based on the findings of a detailed research project into driver attitude and behaviour and incorporated feedback from speeding drivers on how advertising could best be used to encourage them to slow down.
Speeding – It’s not impressive brings home the consequences of speeding to teenagers and young adult drivers. The campaign plays on these drivers’ concerns that their fast driving could result in someone close to them being killed or injured. The strap lines of ‘Out with your mates?’ and ‘First date?’ were used alongside hard-hitting visuals of the aftermath of a collision.