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Young Driver Campaign ‘Don’t drive stupid’

Young Driver Campaign ‘Don’t drive stupid’. Alan Kennedy Business and Operations Manager Road Safety GB. Why we ran the campaign Campaign aims Why ‘Don’t Drive Stupid’ Who did we target and how? Campaign costs and reach. Why did we run the Campaign?.

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Young Driver Campaign ‘Don’t drive stupid’

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  1. Young Driver Campaign‘Don’t drive stupid’ Alan Kennedy Business and Operations Manager Road Safety GB

  2. Why we ran the campaign • Campaign aims • Why ‘Don’t Drive Stupid’ • Who did we target and how? • Campaign costs and reach

  3. 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 injuries…and 9,797 slight injuries • Young drivers represent only 8% of all licence holders but 26% of KSI’s

  4. Campaign Aims • To raise awareness of; • The high number of driver incidents/casualties in the north east • To reduce incidents, and KSI’s • To promote local ‘post-test’ training to young car users • Raise awareness of Road Safety GB North East

  5. Why ‘Don’t 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”

  6. Who did we target and how? • Who…is easy: 17 – 24 year old male and females • How? • Social Media • Twitter feeds • Press Coverage • Printed/downloadable material • Viral video

  7. Social Media – Facebookwww.facebook.com/dontdrivestupidne

  8. Social Media – Facebook

  9. Social 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)

  10. Media/Press Coverage • PR 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 training

  11. Media/Press Coverage • Coverage on all regional radio stations • Interviews were extended • Newspaper coverage was extensive

  12. Costs / ReachFacebook Business Page

  13. Costs / ReachFacebook Business Page

  14. Costs / ReachFacebook Business Page

  15. Evaluation To follow…….

  16. More Information….. www.facebook.com/dontdrivestupidne

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