Aussie ad highlights parents’ role in shaping next generation of drivers
A thought provoking TV commercial which targets parents of primary school children is the centre piece of a new campaign by the Transport Accident Commission* (TAC) in Australia.
The commercial, titled ‘strings’ highlights the role parents play in shaping the driving behaviour of their children. It shows a young boy attached to puppet strings mimicking the erratic driving behaviour of his father, in a bid to illustrate the power of parental role modelling.
The commercial concludes with the question: “What kind of driver are you raising?”
The advert is based on the premise that children learn more from the behaviour of their parents than people think; and that positive role modelling by parents of children aged 5-12 years can have a huge influence on their child’s future driving behaviour.
TAC used this key finding from a piece of international research to develop the strings campaign as part of its long-term strategy to reduce road casualties among young drivers in their first months of solo driving and beyond.
TAC says “instilling safe driving behaviours and attitudes from a young age is key to achieving this goal”.
Road Safety Scotland has used a similar approach in its ‘Kids in the car’ campaign which was first launched in 2013 and, following positive evaluation, returned for a second airing during summer 2014.
*Transport Accident Commission (TAC)
TAC supports people injured in transport accidents and also actively campaigns to reduce the incidence of road trauma through accident prevention programmes.
New website includes members’ portal and info on training courses etc
Apply for Corporate Membership of Road Safety GB
Road Safety campaigns, research, data and help forum
The 2017 National Road Safety Conference
For more info and to register to attend click here...
Project EDWARD - 21 September 2017
For more info click here...
AROUND THE WEB
In the fast lane
For the Volvo Group, managing speed is one of the basics of traffic safety, but there’s more to it than just staying within the speed limits.
Mobile phone penalties double - but will it be an effective deterrent?
Edward Seaman, assistant editor of Road Safety News, reviews the change in legislation and its potential to influence behaviour.
The driving test trial
The findings of a DVSA trial, conducted with the Transport Research Laboratory (TRL), released to coincide with the new driving test changes.
Highways England's vehicle checks campaign
Click here to subscribe for weekly news alert