Billboard (click for PDF)

In July 2005, Safety Camera Partnerships in the Midlands launched a joint campaign, aimed at 25 to 34 year olds, to help reduce casualties and deaths on the region's roads.

The campaign focused on people giving excuses for why they speed and used various straplines alongside hard hitting visuals of the aftermath of a collision.

Billboards, cinema advertising, internal train advertising, bus backs and radio ads ran throughout the Midlands region for a month from July 6th. The campaign targeted a difficult group, but drew on research showing that drivers of that age group do not believe a collision due to speeding will happen to them.

The advertising had two executions ‘Late for work?' and ‘Running Late?', aimed at busy working individuals and parents encouraging them to become more aware of the consequences of speeding.

The radio version centred on the aftermath of a collision, where listeners heard emergency services trying to get an injured driver out of a crashed car, from the perspective of the victim.

A spokesperson for the West Midlands Casualty Reduction Partnership said:

"This is the first time a road safety organisation has specifically targeted the 25-34yr old age group, because they are a notoriously difficult group to reach. The research we have undertaken over the last fifteen months has enabled us to produce better campaigns, which specifically look at the reasons people give for speeding. We hope this campaign will at least stimulate some interest in the issues surrounding speeding."

Poster


Bus Livery