Delegates attending the National Road Safety Conference will hear how a viral video created as part of the Safer Rider campaign attracted five million views – and how the project team used this momentum to promote safety messages.
More than 120 people have already registered to attend the conference which will take place in Harrogate, 13-14 November. Road Safety GB Yorkshire and Humberside Region is hosting the event and AA DriveTech has extended its sponsorship into a second year.
The Safer Rider presentation will for part of a session which will focus on the use of social media to promote road safety messages.
The success of the Safer Rider viral created a platform for the team to promote key messages about undertaking post-test training and deliver advice on a range of motorcycling safety issues.
By analysing the demographic profile of Safer Rider Facebook users, and mapping this over the original socio-demographic data for the highest risk riders, the team was able to demonstrate the campaign’s effectiveness in reaching the group it set out to target.
With continued support from police and local authorities, Safer Rider is now utilising blogs, tweets, videos, posts, and competitions to maximise the effect of social media channels to promote rider safety.
The first confirmed speaker for The National Road Safety Conference 2013 was announced last week. Contributing to a session focusing on young drivers, Dr Sarah Jones will make the case for graduated driver licensing and outline other approaches to reducing the young driver crash risk.