Advertising and Publicity
Local communications underpin the drive to reduce casualties through changing driver behaviour and plans have been developed to increase understanding and awareness; help change driver behaviour; and demonstrate the role all road safety measures play in preventing collisions and casualties within the wider road safety environment.
Regional Communications Activities - Introduction
The Midlands Partnership Group (MSCP), consisting of camera partnerships from Derbyshire, Leicestershire, Lincolnshire, Nottinghamshire, Warwickshire, West Mercia and West Midlands is committed to promoting appropriate driving behaviour through enforcement of speed limits, education initiatives and publicity programmes.
The Midlands approach to publicity is unique within the National Safety Camera Scheme and was born out of a shared commitment to using education and publicity to its greatest effect and to achieve the best possible results from limited budgets.
The critical factor underlying the success of the Midlands anti-speeding publicity campaigns is that they are based on the results of a major research project into driver behaviour and attitude. The MSCP research confirms that education can alter driver attitude and behaviour towards speed reducing road casualties.
The MSCP will be carrying out regional advertising and marketing campaigns throughout the year, specifically targeting three age groups.
The three target groups are:
- 25-34yr old male and female drivers (campaign date July 2006)
- 17-24yr old male drivers (campaign date September 2006)
- 35-50yr old male drivers (campaign date February 2007)
The MSCP received an award from the Prince Michael of Kent Road Safety Awards in December 2006 for their approach to research and publicity campaigns.