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