There was no shortage of volunteers to join the FirstCar Mag Campaigns group and we selected a range of people from different backgrounds, with very different opinions and personalities. They were all art, media or marketing students and extremely keen to be given the brief and get stuck in!
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THE BRIEF: “Research, produce and test a series of road safety campaigns aimed at 17-21 year old young drivers. Each campaign must have a minimum of one creative that can be published in FirstCar Magazine, but also be made into poster and/or flyers.” The series of campaigns must include:
- Appropriate speed
- Seatbelts
- Drink driving
- Drug driving
- Male drivers and their female passengers
- Advanced driving skills
The group were really affected by that statistic that more young females are killed as passengers than they are as drivers – so the group embarked on researching this campaign first.
Interestingly enough, the vast majority of young males weren’t too affected by graphic images of crashes and bodybags, even when they involved loved ones. Those who took part in the research seemed to want to turn everything we’ve been used to doing on its head and show the benefits of good driving, rather than the consequences of bad driving.
One person said – “you need to make safe driving sexy”. Another said “showing someone being put into a body bag is like putting ‘smoking kills’ on a box of B&H… If smoking suddenly became totally un-cool, people just wouldn’t do it. If you want people to drive safer, you need to make bad driving un-cool”.
The next thing I saw was the ‘Drive her crazy’ Campaign creative on my desk with a market research document that got me even more excited than the creative itself!
‘Drive her crazy’ features as a double page spread in FirstCar Magazine Issue 9.
Please contact James Evans @ FC Mag for more information on 01235 537755 or james@firstcar.co.uk
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