A new digital campaign has been launched in a bid to challenge unsafe road user behaviours such as the use of mobile phones, which are currently being ‘accepted by some as the norm’.
The new campaign – which forms part of the Northumbria Safer Roads Initiative’s (NSRI) long-standing Road Respect umbrella campaign targeting young drivers in the north east of England – marks 50 years since the introduction of one of the UK’s first seatbelt laws*, and reflects on how attitudes towards road safety have changed over that period.
The ‘Old School’ campaign hopes to change mindsets on current issues such as drivers using mobile phones and not paying full attention, in the same way attitudes towards seatbelts have changed since laws came into effect.
The digital campaign comprises a series of ‘Old School Rules’ infographics to be shared across social media platforms using the hashtags #OldSchoolRules, #ClickIt and #OldSchool, and an online competition based on road safety facts from the past century.
Road Respect has also produced three ‘Crash Course Mashup’ videos featuring various elements of older road safety adverts and promotions, mixed up with popular songs to engage the Road Respect online community.
The adverts feature the likes of Alvin Stardust and Kevin Keegan, as well as the ‘Green Cross Code Man’ and the ‘King of the Road THINK! Hedgehogs’.
The campaign messages and resources have been disseminated via Facebook, Instagram and Twitter as well as uploaded to the Road Respect YouTube channel – with an online poll to gauge people’s favourite.
*According to a history of seat belts compiled by the AA, in 1967 legislation was introduced which made it compulsory for vehicle manufacturers to install seat belts in the front seats of vehicles.