Young drivers targeted with movie-style crash chiller
new hi-tech campaign aims to cut Scotland’s tragic death toll
Published:
Hollywood blockbuster techniques feature in a new road safety campaign – putting a graphic film focus on Scotland’s grim toll of fatal and serious injuries among young drivers.
For the first time the safety message will be sent directly to the mobile phones of thousands of young people in cinemas across Scotland using Bluetooth technology.
Latest Scottish Government figures show the country’s tragic road toll last year was the lowest since 1950.
But the 2007 figures also confirm the high level of accidents involving drivers in the 17-25 age group.
In Aberdeenshire 25 young drivers were killed or seriously injured last year.
Twenty-eight drivers aged 17-25 were fatally or seriously injured in Dumfries and Galloway, 30 across Fife, 21 in Highland and 27 in North Lanarkshire.
Today Road Safety Scotland will launch a new multimedia campaign to encourage a change in young drivers’ behaviour, targeting audiences in a film advert that will be launched at Aberdeen’s Vue Cinema on Shiprow.
The “one distraction is all it takes” message will also be highlighted in cinemas from Dundee to Inverness and Stornoway to Thurso and through hi-tech Xbox live in-game advertising, online viral ads and innovative Bluetooth phone imagery.
Sophisticated film techniques have been used to create the ad, showing a group of four young men driving on a country road at night.
Distraction
A passenger opening a soft drinks can is enough to cause the driver to lose focus and control of the car, crossing the carriageway and smashing into an oncoming vehicle. Advanced audio visual applications give a chilling driver’s view of the smash.
The technology beams a film clip on to young peoples’ phones as they arrive in cinema foyers. Research shows the young are 60% more likely to respond to messages on their mobile phone or internet. The mobile film clip is being released with the new big-screen advert campaign.
Road Safety Scotland director Michael McDonnell said: “Despite having just passed their test, many young drivers are extremely confident. This is particularly so on country roads which seem to represent freedom and a chance to show off newly-acquired driving skills to their mates.
“The number of accidents on Scotland’s roads involving young drivers demonstrates how dangerous these attitudes can be.
“The campaign aims to encourage young drivers to become more aware of how a simple distraction can lead to serious damage to their cars, bank balance and possibly, even their lives.”
Transport Minister Stewart Stevenson said: “Too many people are still dying on Scotland’s roads and, sadly, young drivers continue to be over-represented in these deaths.
“As a government we are constantly looking at new ways to reach this age group. I am determined to look beyond the traditional and towards the innovative in our efforts to save lives.”
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