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COUNTRY ROADS STAKEHOLDER TOOLKIT2
Contents
What is the Country Roads campaign?
The campaign and how you can help
Social media
Key messages
Campaign contacts
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What is the Country Roads Campaign?
Country roads account for over a half of all fatal accidents on Scotland’s roads (52%).1
Last year alone 649 people were killed or seriously injured whilst driving on country roads1 and over two thirds of those were men.
Loss of control is the biggest cause of deaths on country roads, frequently associated with driving too fast and leaving too little time to react to unpredictable road conditions and hazards.
The Scottish Government and Road Safety Scotland (part of Transport Scotland) are launching a new campaign in September 2016 to encourage drivers to watch their speed on country roads and help reduce the number of fatalities.
Launching in September, the emotional campaign targets male drivers aged 22-40 and focuses on what they would miss if they weren’t around, with the strapline: “Don’t miss what’s round the corner. Watch your speed on country roads.”
The campaign will clearly communicate that no matter how many times you drive a stretch of country road, or how familiar you are with it, it’s no guarantee that something unexpected won’t happen.
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The campaign is running throughout Scotland and across multiple channels including TV, digital advertising, PR, social media, field and partnership:
AdvertisingWe’ll be running a TV advert across a number of channels including STV, Border, C4, Sky Media and VOD. Online advertisements will also feature on a variety of websites and social media channels.
PartnershipsWe have partnered with trusted organisations across Scotland to enable targeted and widespread awareness of the campaign messages. We have created bespoke campaign materials for public and internal display.
Field activityA number of events will be taking place throughout Scotland; visit dontriskit.info/country-roads/ for a full list of event locations and activity.
The campaign and how you can help
We would appreciate your support by displaying / sharing this information, particularly if any of the events take place in your local area.
PRScotland rugby player Stuart Hogg, who tragically lost his best friend in a car crash on a country road, will be supporting the campaign and participating in PR and social media activity. We will be targeting national and regional media to place news stories, features and interviews to raise awareness and inform the public about the campaign. In addition, we will be working with the emergency services to capture emotional interviews on film with them talking about the aftermath of country road crashes and the impact it has on their lives.
Real stories featuring real people have a greater impact in terms of communicating campaign messages in the media and we are looking for suitable case studies.
If you would like to be involved in the PR campaign as a spokesperson or case study, want to tell us about local initiatives, or just need some advice about getting local publicity, please contact:
Through the Road Safety Scotland Facebook and Twitter accounts, we will make digital content available, including information about the campaign and key facts. Please use the campaign hashtag #dontriskit in any of your posts.
We are looking to support partners and stakeholders on social media, which would include us retweeting / sharing your information through our Facebook and Twitter accounts. Similarly, we would appreciate your support in sharing our messages through your own channels.
• Our Facebook page is here – facebook.com/roadsafetyscotland
• Our Twitter handle is @RoadSafetyScot
• The campaign hashtag is #dontriskit
• A shortened URL which links to the website is http://bit.ly/1FKLbcZ (For Facebook please use http://bit.ly/1Ldg5uB and Twitter http://bit.ly/1FRKlL2 )
• View the ad here: http://bit.ly/1MTVR8E
Social media examples:
Here’s an example of tweets you might want to send out to your followers to show your support:
.@StuartWHOGG_ is supporting @RoadSafetyScot Country Roads Campaign and so are we #dontriskit
Don’t miss what’s round the corner. We’re supporting @RoadSafetyScot Country Roads Campaign #dontriskit
Watch your speed on country roads. Find out more here http://bit.ly/1FRKlL2 #dontriskit
Here are some examples of Facebook posts you might want to use too:
Over half the road deaths in Scotland occur on country roads. Don’t miss what’s round the corner. Find out more here http://bit.ly/1Ldg5uB
Last year 649 people were killed or seriously injured on country roads. Watch your speed on country roads http://bit.ly/1Ldg5uB
Poor speed choices and unexpected events are important factors in country road crashes.
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Social media
Losing my best mate Richard will live with me forever and was one of the hardest things I’ve ever had to go through. It could have easily been me and I think about him every day and all of the things he’s missed out on.
“I’m supporting the new campaign to encourage people to take extra care on country roads and I hope I’m doing Richard and his family proud.
Stuart Hogg Scotland and Glasgow Warriors rugby player
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Scotland and Glasgow Warriors rugby player Stuart Hogg on the set of the new Country Roads ad shoot (filming and photography took place on a closed section of road).
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• Country roads account for over a half of all fatal accidents on Scotland’s roads (52%).1
• Last year alone 649 people were killed or seriously injured whilst driving on country roads1 and over two thirds of those were men.
• Drivers aged 22-49 account for more than half of all the killed or seriously injured on country roads.
• Whilst the number of fatalities on country roads has declined by 16%1 in the last year, every life lost on a country road is one too many.
• Loss of control is the biggest cause of deaths on country roads. No matter how many times you’ve driven on a stretch of road before, it’s no guarantee that something unexpected won’t happen this time.
• Don’t miss what’s round the corner. Watch your speed on country roads.
• It’s important to drive at an appropriate speed for the conditions in order to reduce the risks when driving on country roads.
• Find out more by visiting dontriskit.info/country-roads/
Website/newsletters/e-zine
If you plan to include information on the Country Roads Campaign in your newsletters, e-zines or online, here is some example copy you may want to use:
Think about what might be round the corner...
Country roads account for over a half of all fatal accidents on Scotland’s roads (52%).1 Loss of control is the biggest cause of these deaths, and is often associated with driving too fast and leaving too little time to react to unpredictable road conditions and hazards.
The Scottish Government and Road Safety Scotland (part of Transport Scotland) have launched a new campaign to urge drivers to take extra care on country roads to help reduce the number of fatalities. The emotional campaign targets male drivers aged 22-40 and focuses on what they would miss if they weren’t around, with the strapline: “Don’t miss what’s round the corner. Watch your speed on country roads.” The campaign will clearly communicate that no matter how many times you drive a stretch of country road, it’s no guarantee that something unexpected won’t happen.
Find out more by visiting http://dontriskit.info/country-roads/
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Key messages
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Campaign contacts
We look forward to working with you on the Country Roads campaign.
Campaign managerRebecca WorrallScottish Government0131 244 [email protected]
PRKatrina MuirSmarts0141 222 [email protected]
PartnershipsScott FraserThe Union0131 625 [email protected]
References:1Key Reported Road Casualties Scotland 2015 (provisional)
