Speeding: What’s Your Excuse?

Safety Camera Partnerships in the Midlands launched a joint campaign, aimed at 25 to 34 year olds, to help reduce casualties and deaths on the region’s roads.

The campaign focuses on people giving excuses for why they speed and uses various straplines alongside hard hitting visuals of the aftermath of a collision.

Billboards, cinema advertising, internal train advertising, bus backs and radio ads ran throughout the region for a month from July 4th 2005. The campaign targets a difficult group, but draws on research showing that drivers of that age group do not believe a collision due to speeding will happen to them.

The advertising has two executions; ‘Late for work?’ and ‘Running Late?’, aimed at busy working individuals and parents encouraging them to become more aware of the consequences of speeding.

The radio version centres on the aftermath of a collision, where listeners will hear emergency services trying to get an injured driver out of a crashed car, from the perspective of the victim.

The campaign supports the Department for Transports’ Think! Brand.