Download - Young Driver Campaign ‘Don’t drive stupid’
Young Driver Campaign Dont drive stupid
Young Driver CampaignDont drive stupidAlan KennedyBusiness and Operations ManagerRoad Safety GBNorth EastWhy we ran the campaign
Campaign aims
Why Dont Drive Stupid
Who did we target and how?
Campaign costs and reach
North East
Why did we run the Campaign?
Between 2008 2012, 74 people aged between 17 and 24 have died as a result of a road collision in the North East region
There were 773 serious injuriesand 9,797 slight injuries
Young drivers represent only 8% of all licence holders but 26% of KSIs
North EastCampaign AimsTo raise awareness of;
The high number of driver incidents/casualties in the north east
To reduce incidents, and KSIs
To promote local post-test training to young car users
Raise awareness of Road Safety GB North EastNorth EastWhy Dont Drive Stupid?Targeted mainly passengers/friends - peer pressure
Stu-pid def: someone who keeps quiet when their mates drive recklessly
A number of psychological models (RSGB Foundation Course)
People generally need to be part of a bigger group
Most drivers are good/safe drivers be one of them
North EastWho did we target and how?Whois easy: 17 24 year old male and femalesHow?
Social Media
Twitter feeds
Press Coverage
Printed/downloadable material
Viral video
North EastSocial Media Facebookwww.facebook.com/dontdrivestupidne
North EastSocial Media Facebook
North EastSocial Media Twitter
Twitter @dontdrivestupid
Tweeted by BSM to 2,200 followers and Hartlepool College tweeted to 1,500 followers
3,000 other tweets (RSGB/Police etc)North EastMedia/Press CoveragePR was crucial to the success of this campaign!
Contacted all major media outlets TV/Radio/press/web
Offered local stats to the local media
Used case studies
Pushed the offer of trainingNorth EastMedia/Press CoverageCoverage on all regional radio stations
Interviews were extended
Newspaper coverage was extensive
North EastCosts / ReachFacebook Business Page
North East
Costs / ReachFacebook Business PageNorth East
Costs / ReachFacebook Business PageNorth EastEvaluationTo follow.North EastMore Information..www.facebook.com/dontdrivestupidne
North East