The THINK! team has launched a new campaign to tackle ‘driving distractions’ caused by young men travelling as passengers in a car driven by one of their peers.
The three THINK! ‘Party Car’ films show how distracting these behaviours – which may seem minor – can be to the driver. The campaign encourages young male passengers to ‘let a mate concentrate’, with the videos running across social media and online video, including Instagram stories, Snapchat and gaming apps.
The campaign forms part of THINK!’’s ‘Always On’ approach – targeting young men at the moments and via the channels that are most relevant to them.
The target audience for the campaign is 17-24 year-old men who, according to THINK!, are four times more likely to be killed or seriously injured than car drivers aged 25 years or over. Young male drivers are also more likely to crash with other young male passengers in the car.
The THINK! team is asking road safety professionals to help spread the message by sharing the campaign on their channels.
More information about the campaign is available on the THINK! website, where the three campaign films can also be downloaded.
Good that this theme is being explored but disappointed that this is all “fun” and no consequences.
Peter Whitfield, Liverpool
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