'It's Not Impressive' Campaign
17 - 24yr old Campaign
The campaign targets young drivers and passengers aged 17-24 who are more likely than any other age group to be killed or seriously injured on our roads. They are also the drivers most likely to speed. The hard hitting ads use images of crash scenes taken through a car windscreen to graphically demonstrate the potential consequences of driving too fast. ‘Out With Your Mates’ shows four young men lying injured after a crash while ‘First Date’ shows a young couple injured in the car.
The advert was described as being high impact, shocking, direct and emotional. The campaign was supported by internal train advertising, billboards, radio, bus backs and Fresher Fair stands.
Department for Transport figures show that 17-24 year olds accounted for 23% of casualties on UK roads. This high figure can partly be explained by research carried out by the Midlands Safety Camera Partnerships. The research showed that only 29% of 17-24 year olds claim to drive within the speed limit compared with 50% of older drivers. It also showed that more than a third of young drivers say they really enjoy driving fast.
