Speeding - It’s Not Impressive

Safety Camera Partnerships in the Midlands launched a joint campaign, aimed at 17 to 24 year olds, to help reduce casualties and deaths on the region’s roads.

The campaign focuses on teenagers and young adults in common situations where speed and road safety may not be an immediate thought. The campaign uses various strap-lines alongside hard hitting visuals of the aftermath of a collision.

New and young drivers are the most vulnerable group of motorists on our roads and therefore it is important to publicise the dangers of speeding to them. Statistics show that new drivers are the most at risk of having an accident with 1 in 5 newly qualified drivers having a crash within their first year of driving. In 2004, 630 young driver casualties were recorded in the area, 7 of these were fatalities. These figures are of driver casualties alone and doesn’t count passengers and occupants of other vehicles involved in these collisions.

Billboards, cinema advertising, internal train advertising and bus backs ran throughout the region for a month from mid September 2005. The campaign is also being promoted at Freshers’ Fairs across the Midlands and by a viral email campaign to students. The campaign is targeting a difficult group, but draws on research showing that drivers of that age group don’t make the connection between speeding and dangerous driving. The majority don’t think an accident will happen to them and some even admit to getting a buzz out of driving fast.

The advertising has two executions ‘First Date?‘ and ‘Out With Your Mates?‘ and aims to bring home the consequences of speeding.