The brief is to conceptualise, design and deliver a road safety campaign to encourage young men to drive more safely on the roads. Young male drivers are more likely to be involved in car crashes than any other demographic. We want you to conceptualise, design and deliver a campaign that will educate and encourage men to drive more safely.
Background to the campaign so far:
The THINK! road safety campaign was launched by The Department for Transport in 2000, with the aim of cutting the number of people killed and seriously injured on roads in England and Wales. A combination of engineering, enforcement and education measures has seen annual road deaths nearly half since then. Britain has one of the best road safety records in the world but, with over 1,700 deaths and 22,000 injuries in 2015, a significant challenge still remains.
Every year, the THINK! campaign focuses on addressing the audiences and issues which account for the bulk of casualties. THINK! has a long track record of changing people’s attitudes towards dangerous driving.
Tone of Voice:
Serious, straight to the point, shocking, dangerous, educating, informative.
Priority messages for drivers this year aim to highlight the dangers of:
- Drink driving: a second drink can double your chances of a fatal collision
- Drug driving: the roadside swab identifies drug drivers on the spot
- Country roads: break before the bend, not on it
- Hand held mobile phone use while driving: you can’t concentrate on your mobile phone and the road.
Target Audience
While road safety is everyone’s responsibility, 17 – 24-year-old drivers are overrepresented in the casualty statistics. They are four times more likely to be killed or seriously injured compared with car drivers aged 25 or over.
The high levels of risk are linked to inexperience, age and common behaviours associated with young and novice drivers (such as driving with friends and night time driving).
There is also evidence to suggest that the frontal lobe – the part of the brain that helps us assess risk – is not fully developed until our mid-20s.
Young male drivers are far more likely to be involved in crashes than young women.
The THINK! road safety campaign was launched by The Department for Transport in 2000, with the aim of cutting the number of people killed and seriously injured on roads in England and Wales. A combination of engineering, enforcement and education measures has seen annual road deaths nearly half since then. Britain has one of the best road safety records in the world but, with over 1,700 deaths and 22,000 injuries in 2015, a significant challenge still remains.
Every year, the THINK! campaign focuses on addressing the audiences and issues which account for the bulk of casualties. THINK! has a long track record of changing people’s attitudes towards dangerous driving.
Tone of Voice:
Serious, straight to the point, shocking, dangerous, educating, informative.
Priority messages for drivers this year aim to highlight the dangers of:
- Drink driving: a second drink can double your chances of a fatal collision
- Drug driving: the roadside swab identifies drug drivers on the spot
- Country roads: break before the bend, not on it
- Hand held mobile phone use while driving: you can’t concentrate on your mobile phone and the road.
Target Audience
While road safety is everyone’s responsibility, 17 – 24-year-old drivers are overrepresented in the casualty statistics. They are four times more likely to be killed or seriously injured compared with car drivers aged 25 or over.
The high levels of risk are linked to inexperience, age and common behaviours associated with young and novice drivers (such as driving with friends and night time driving).
There is also evidence to suggest that the frontal lobe – the part of the brain that helps us assess risk – is not fully developed until our mid-20s.
Young male drivers are far more likely to be involved in crashes than young women.
The Creative Challenge
Your challenge is to conceptualise, design and deliver a THINK! road safety campaign that will encourage young men to drive more safely.
You can focus your campaign on one or more of the priority messages detailed above: drink driving, drug driving, country roads, or using a mobile phone while driving.
Conceptualise
You must conduct a piece of audience research to inform your campaign idea, such as a focus group, survey or both. This research should help you establish barriers to safe driving, explore ideas that could motivate young men to drive safely, and test campaign messages to and which might be most engaging.
Design
Using your research, design a THINK! road safety campaign concept aimed at young male drivers. Your concept must include a campaign name, your chosen campaign content, and overall campaign messaging, including a strapline.
You must provide justifications and explanations for each element of your campaign.
We’d like to see how your campaign would work in context, so any imagery or content should be mocked up and shown in situ — whether that’s on a smartphone screen, or on a digital billboard, for example.
Deliverables:
Develop a communications plan highlighting how your campaign will be rolled out across England and Wales over the financial year.
Your plan must use a combination of at least two media platforms and communications channels that young male drivers are likely to engage with — including digital, TV, cinema, radio, events and PR. We are particularly interested in ideas that will translate well via social media and support an ‘always on’ strategy.
Your challenge is to conceptualise, design and deliver a THINK! road safety campaign that will encourage young men to drive more safely.
You can focus your campaign on one or more of the priority messages detailed above: drink driving, drug driving, country roads, or using a mobile phone while driving.
Conceptualise
You must conduct a piece of audience research to inform your campaign idea, such as a focus group, survey or both. This research should help you establish barriers to safe driving, explore ideas that could motivate young men to drive safely, and test campaign messages to and which might be most engaging.
Design
Using your research, design a THINK! road safety campaign concept aimed at young male drivers. Your concept must include a campaign name, your chosen campaign content, and overall campaign messaging, including a strapline.
You must provide justifications and explanations for each element of your campaign.
We’d like to see how your campaign would work in context, so any imagery or content should be mocked up and shown in situ — whether that’s on a smartphone screen, or on a digital billboard, for example.
Deliverables:
Develop a communications plan highlighting how your campaign will be rolled out across England and Wales over the financial year.
Your plan must use a combination of at least two media platforms and communications channels that young male drivers are likely to engage with — including digital, TV, cinema, radio, events and PR. We are particularly interested in ideas that will translate well via social media and support an ‘always on’ strategy.
Mandatory;
The THINK! campaign logo, included in the Project Pack, must appear within the campaign.
You should refer to the brand guidelines included in the Project Pack, to ensure messaging is in line with our tone of voice.
Useful Links & Resources
think.direct.gov.uk is the main resource for details about all THINK! campaigns, creative, research and statistics and evaluation.
The THINK! campaign logo, included in the Project Pack, must appear within the campaign.
You should refer to the brand guidelines included in the Project Pack, to ensure messaging is in line with our tone of voice.
Useful Links & Resources
think.direct.gov.uk is the main resource for details about all THINK! campaigns, creative, research and statistics and evaluation.
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