Issue
Young men aged 17-24 are four times more likely to be killed or seriously injured on the road than drivers aged 25 and over.
Speeding represents a significant contributory factor in road casualties, contributing to 1 in 5 fatal crashes in the UK, with young men significantly overrepresented in these statistics.
We know from our research, however, that this audience have a resistance to traditional road safety messages, are overconfident in their driving abilities and have a propensity for risk-taking behaviour on the road.
Approach
The creative challenge was to develop a campaign that would resonate with young male drivers, particularly when faced with adverse weather conditions, encouraging these drivers to adjust their behaviour while delivering the message authentically, to avoid triggering any defensiveness among the audience.
Our research challenge was to evidence the impact of the new campaign through pre-to-post campaign tracking, noting positive shifts in perceptions, attitudes and speeding related actions as well as campaign response.
Solution
In order to engage young male drivers, 'UnXpectd FM' was conceived. A simulated pirate radio station designed to connect with the audience in their own environment, in a way relatable to them.
The creatives utilised dynamic ad-serving, allowing the advert to interrupt listeners’ regular audio streams, to warn the audience about difficult road conditions in real time. Whether driving through rain, ice or wind, that specific variant of ‘UnXpectd FM’ could be played to reflect what was happening outside the car!
Impact
Our research showed that the vast majority of young men who had heard ‘UnXpectd FM’ took action as a result. Positively, two in five (42%) reported changing their own driving behaviour in some way, watching their speed or being more cautious when driving in particular road conditions.
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