‘Don’t risk it’ is based on the proposition that all too often road collisions result from risky driver behaviour – whether this is drinking before driving, succumbing to road rage or distraction when children are in the car, or driving too fast for the conditions.
Scotland’s Road Safety Framework to 2020 sets a target to reduce the number of people killed and seriously injured on Scotland’s roads by 40% and 55% respectively by 2020. Don’t Risk It, which has been in existence since 2005, seeks to contribute to these reductions by helping deliver the commitments within the Framework.
Campaigns delivered under the Don’t risk it umbrella strategy include ‘Kids in the Car’ and ‘Country Roads’.
Kids in the Car is based on the premise that children absorb more than parents think while in the car and that this can impact their safety as drivers in future. The campaign seeks to persuade parents that every time they get behind the wheel they are giving their children a driving lesson which could save their lives in future. Post campaign evaluation showed that 85% of parents who saw Kids in the Car were motivated to reassess their behaviour when driving with children.
Country Roads proved to be one of Road Safety Scotland’s most successful campaigns, with "93% of the target audience motivated to change how they drive on country roads". The campaign is also "estimated to have prevented 46 collisions".