Speeding - What's Your Excuse?

25 - 34 yr old campaign

The campaign targets drivers in their 20s and 30s, an age group that research has shown generally do not relate driving too fast will with an increased chance of being involved in a collision. The adverts focus on excuses frequently given for speeding such as ‘Late for work? and ‘Running Late?’ alongside hard hitting visuals of the aftermath of road traffic collisions, to encourage the audience to make the connection between speeding and being involved in a collision.

Billboards, cinema advertising, internal train advertising, bus backs ran throughout the region throughout July 2006. 
The radio version centres on the aftermath of a collision, where listeners heard emergency services trying to get an injured driver out of a crashed car, from the perspective of the victim.

This is the second year the campaign has been run. The adverts proved highly effective in 2005 with 85% of motorists who’d seen the posters saying they thought the advert was good. Phrases used to describe the adverts included ‘Gets your attention’ (61%), ‘Makes you think’ (52%), ‘Shocking’ (48%), and ‘To the point’ (47%). Comments from motorists included:

• “It’s when I’m late for work that I take most risks… the last thing you want to be is late, it looks so unprofessional. I sometimes think I shouldn’t have done that – its literally a split second.”
• “the questions are good – they’re involving the person who reads it – the picture is talking to you. It engages straightaway.”