A thought provoking TV commercial which targets parents of primary school children is the centre piece of a new campaign by the Transport Accident Commission* (TAC) in Australia.
The commercial, titled ‘strings’ highlights the role parents play in shaping the driving behaviour of their children. It shows a young boy attached to puppet strings mimicking the erratic driving behaviour of his father, in a bid to illustrate the power of parental role modelling.
The commercial concludes with the question: “What kind of driver are you raising?”
The advert is based on the premise that children learn more from the behaviour of their parents than people think; and that positive role modelling by parents of children aged 5-12 years can have a huge influence on their child’s future driving behaviour.
TAC used this key finding from a piece of international research to develop the strings campaign as part of its long-term strategy to reduce road casualties among young drivers in their first months of solo driving and beyond.
TAC says “instilling safe driving behaviours and attitudes from a young age is key to achieving this goal”.
Road Safety Scotland has used a similar approach in its ‘Kids in the car’ campaign which was first launched in 2013 and, following positive evaluation, returned for a second airing during summer 2014.
*Transport Accident Commission (TAC)
TAC supports people injured in transport accidents and also actively campaigns to reduce the incidence of road trauma through accident prevention programmes.