Aviva has enlisted the help of ex-Formula One driver David Coulthard for the latest phase of its ongoing initiative to encourage safer driving.
Launched on 31 December, the ‘Good Thinking’ campaign sees Mr Coulthard, disguised as a rogue taxi driver, bewilder his unwitting passengers with an array of appalling driving behaviour, including distracted driving. (Click here to watch)
The customers are shocked as the driver demands payment for the hair-raising ride, before revealing his real identity. The underlying message from the campaign is that no-one should have to pay for other people’s bad driving.
To support the campaign, which combines TV advertising, media relations and social and digital content, Aviva has published details of an in-house survey which suggests more than half of passengers have felt unsafe as a result of their driver’s actions.
In the survey of more than 2,000 adults, 53% of passengers said they had felt unsafe while being driven, with younger passengers feeling most on edge. The proportion of ‘panicky passengers’ rises to six out of 10 for those aged 16-34 years.
Aviva’s ‘safer driving’ initiative was launched in December 2015 and includes a series of video ‘shorts’, made in conjunction with Channel 4, featuring Tinchy Stryder and The Chuckle Brothers.
Peter Markey, Aviva’s brand and marketing communications director, said: “We have been on a journey throughout 2016 to make people wake up and think about their driving behaviours.
“Distracted driving is a huge problem in the UK and Aviva is on a mission to help bring about social change and encourage people to really make that extra effort to concentrate when they are behind the wheel.
“Sadly there are still too many incidents which happen because people get into bad habits or they get distracted while driving, so we want to send out this message loud and clear – that everyone can play their part in making our roads safer, by just taking that extra care.”