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Virtual Fatal Four (VF4) Project
Hiren Patel Researcher & Data Analyst MAST Conference11th March 2014
The Project The project consists of a one hour presentation and simulation car based on the Fatal 4 risk factors
The target audience is young male car drivers aged 16-18 however it is delivered to a wider audience
The Issue 16-24 year olds comprise only 13% of the local population but account for 33% of all casualties
They also comprise 25% of KSI casualties which is the largest age group for such casualties<5
05-15
16-24
25-34
35-44
45-54
55-64
65-74
75-84
85+
NK
0 5 10 15 20 25 30PERCENT
AG
E
KSI
Young Adult Road Users
16
17
18
19
20
21
22
23
24
0 100 200 300 400
Male
Female
CASUALTIES
AG
E
68%
19%
12%
2% 0%
Driver Casualties
Car Motorbike Cycle Goods Other
More male casualties than female
Large proportion of car driver casualties
Lifestyle Classification
The lifestyle profile for young adult car driver casualties showed Group E as the highest volume and just above average for risk
Lifestyle Summary
Group E – Middle income families living in moderate suburban semis
Manual and white collarMarried
Middle age
Children
Leafy suburbs
Affordable housing
Family Life
Industrious
Mainstream Brands
Persona
Key Characteristics of Target Audience
Male
Aged 16-19
Learning to drive or recently passed
Driving mainly for leisure or college
Recreational interest in cars
Technologically SavvyHeavy internet users
Influenced by peers
Social learning
Visual and Interactive
Feedback on Presentation
15
87
8
8
77
8
7
0
5
10
15
20
25
Think Doubt Think Goggles LB Shame LB Just One
Think Clear Upset
3
5
1
3
4
2
1
2
3
0 2 4 6 8
Think Doubt
Think Goggles
LB Shame
LB Just One
1st Pref 2nd Pref 3rd Pref
No. of respondents who felt the video clips were too upsetting to watch properly, had
a clear message and made them think about the dangers (n=10)
No. of participants who liked a particular video clip based on their top 3 preferences,
where 1 = most favourite(n=10)
The Result • an interactive presentation which contains
several short video clips
• the presentation also contains interviews with the mother of a local victim and offender
• a crash car simulator which also includes a storyline using young local actors
• creation of a microsite and ongoing development of a social media presence
Story of Michael Yorkhttps://vimeo.com/76409953