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Connecting with young drivers

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Three stages - focus groups/hall tests/focus groups ... Injuring or killing a passenger worse than hurting themselves. Paying more attention is key ... – PowerPoint PPT presentation

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Title: Connecting with young drivers


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  • Connecting with young drivers
  • Nick Rawlingsnrawlings_at_stennik.com
  • 01379 650112

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  • The project
  • Commissioned by LARSOA funded by BSM
  • April - August 2007
  • Three stages - focus groups/hall tests/focus
    groups
  • All UK government regions included (except NI)
  • 190 respondents aged between 17-20 years

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  • Objectives
  • To identify attitudes, issues and risks
  • To test advertising concepts
  • To produce a toolkit for RSOs

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  • Key findings
  • Death less frightening than brain damage
  • Injuring or killing a passenger worse than
    hurting themselves
  • Paying more attention is key
  • Risk taking is a normal part of driving/both
    sexes/in convoy
  • Drink drive morning after message not getting
    through
  • Young drivers have a natural tendency to look
    for an excuse or reason why a situation could not
    happen to them.

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  • Recipe for success
  • An arresting pic
  • Show face(s)
  • Choose your models carefully
  • Dont give too much detail or apportion blame
  • Talk about outcomes for passengers (mates etc)
  • Talk about the drivers responsibility to
    passengers
  • Consider using a question as the headline
  • Use local real life case studies (if
    possible)
  • Test your ideas Large type

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  • Connecting with young drivers
  • Available for download at
  • www.larsoa.org.uk
  • Nick Rawlings
  • 01379 650112nrawlings_at_stennik.com
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