The THINK! team has launched an interactive 360 degree image of a crash as part of the latest phase of the autumn 2016 Country Roads campaign.
The image, which forms the social media element of the campaign, has been designed specifically for Facebook, with all features available for both desktop and mobile users.
The image is seen through the eyes of the driver and shows a car as it swerves to avoid a tractor on a bend, before ultimately crashing – tying in with the campaign’s key message ‘Brake before the bend, not on it’.
The image is designed to spread the campaign message across social media and extend its reach among young drivers aged 25-34 years.
THINK! is currently adapting the image so it can be used outside of Facebook, while maintaining its interactive nature.
Relaunched in October, the current Country Roads campaign aims to get drivers to anticipate hazards that may lie ahead and reduce their speed before they enter a bend.
Evaluation of the 2015 campaign shows that drivers within the 25-34 years age group did pick up this message and reduce their speed into bends.
59% of all road fatalities occur on country roads, and in 2015, 10,307 people were killed or seriously injured on country roads in Great Britain. The number of people killed on country roads is 10 times higher than on motorways.
The biggest contributory factor to killed or seriously injured casualties on rural roads is loss of control, which is frequently associated with inappropriate speed at bends.
A revised THINK! Country Roads toolkit is available for download from the members area on the Road Safety GB website. The toolkit includes background information, key campaign messages, advice for drivers using country roads, campaign materials and details of how road safety professionals can get involved in the campaign.