A campaign developed by Kent County Council’s road safety team to persuade passengers of young drivers to take control of their own safety has had an “81% positive impact on the target group”.
Steve Horton, head of Kent’s road safety team, has just presented the ‘Speak Up’ campaign to delegates at the Young Driver Focus event in Swindon today (14/5/14).
Speak Up was launched in January 2012 to encourage young people – particularly teenagers travelling with young drivers – to find their voice if they think the car is being driven irresponsibly.
Steve Horton told delegates that a by-product of the campaign is that some young drivers become concerned about what their passengers think about them and their driving.
He said that the campaign has achieved “more than 12 million engagement opportunities each year” with the target audience.
He added that “research tells us we have 81% positive impact on the target group; those who either changed their behaviour, or had it positively reinforced in line with the campaign’s objectives”.
He also said that since the campaign was launched young car occupant KSIs have reduced by more than 25% against 2004-8 baseline.