Road safety officers from nine authorities across the East Midlands have joined forces with Engine Creative to develop a young driver road safety campaign.
Every day two young drivers are killed on Britain’s roads.It is statistics like this that are behind the striking new campaign No more lives wasted, which is being launched this weekend at The Rally Show, Chatsworth House, Derbyshire. Show visitors are invited to the exhibition vehicle to gain information from the interactive displays and pledge support for the campaign.
No More Lives Wasted aims to make young drivers think about their vulnerability on the roads and asks them to take action.
The East Midlands LARSOA (Local Authority Road Safety Officers Association) group approached Engine Creative to create a high-impact brand for the campaign. The combination of a skull and a speedometer creates a direct, no holds barred visual reference to the dangers of speeding.
The website, designed by Engine Creative, offers young drivers advice on responsible driving and how to avoid accidents. It also features short video clips where vicitims of road traffic accidents tell their stories. The campaign also consists of posters, flyers and a fully branded exhibition vehicle that will be used at exhibitions around the region.
Engine Creative’s Projects Director Andy Wise said: “The campaign has been developed to combat young driver casualties across the region. Young drivers can drastically reduce their chances of being involved in a road crash by following advice that can be found at www.nomoreliveswasted.com.
The launch this weekend is just the start of the campaign. We will be working with the LARSOA team on an ongoing basis to develop a wide ranging marketing strategy in order to raise awareness and make a real difference.”
For more information, have a look at the case study.