Young Driver Safety Awareness Campaign

With young drivers (17-24) being the leading demographic for being involved in car accidents, action is needed to prevent the concerning number of KSIs (Killed or Serious Injuries) that occur every year due to their lack of safety.

Action is needed to improve driver safety and behaviour, since traditional marketing communications are failing to impact the target demographic.

Worth the risk?

The Problem:

There is an estimated 1,300-1,500 people aged 17-24 involved in KSIs every year in the UK - the largest out of all demographics and it is becoming a problem as the usual communication material isn't reaching the audience anymore.

A behaviour change campaign was the only option to focus on the insight that many young drivers underestimate the risk and believe that accidents will happen to other people and not themselves.

Rather than using traditional fear-based messaging, I developed a strategy that was centred around relatable, everyday driving decisions such as speeding, driving after drinking and using phones whilst driving.

I produced the short video above to highlight these potential situations, using emotional storytelling and fast paced visuals to engage a younger audience.

The type of video itself is optimised for platforms such as TikTok, Instagram reels and YouTube shorts since they are used the most by the target demographic. The use of the campaign message "Worth the risk?" makes the audience question their own actions, and therefore emotionally resonate with the campaign, and reflect their actions.