Fair response from the S Cambs road safety team

[Apache]

I enquired as to the reasoning behind a rather tasteless radio campaign, this was a pretty fair response I felt. "

These commercials are from our own 'For My Girlfriend' (FMG) campaign at the County Council Road Safety Section, and not part of the Safety Camera Partnership.

The FMG campaign is a regional campaign involving the 10 local authorities in the Eastern Region, i.e. Hertfordshire, Suffolk, Cambs etc. It has been running for about 2 years now and tackles young males (17 -25 years) & their inappropriate use of speed as young drivers.

The need for this campaign was identified from research into the high numbers of serious/fatal speed-related road accidents involving this age group.

The concept/design of the campaign arose from carefully constructed market research with groups of young males. The issues they identified which would be likely to deter them from speeding were:-

- the possibility of killing their girlfriend/mates in an accident
- " " " maiming or leaving someone severely disabled in an
accident

They were not deterred by the possibility of killing/maiming themselves.

Using the above findings, the above commercials were designed and trialled with the target audience before broadcasting. To date the reaction to these has been very positive. Inevitably, such specific targeting of commercials means that people not in the target audience can react differently/badly to them.

As you rightly imply, human/driver error is the cause of the vast majority of road accidents. Our publicity is part of a package of measures designed to influence behaviour on the roads, but this is long term process of change, hence the need to run such campaigns for several years.

It is always useful to receive feedback from the public on our campaigns. I hope I have satisfactorily explained the rationale behind the FMG campaign. Any further comments are always welcome, on this, or any other of our campaigns.

Ann Marie Bailey
Road Safety Team Leader

-----Original Message-----
From: The Bests [mailto:XXXXXXXXXXXXXXXXXXXXXX]
Sent: 04 November 2003 14:31
To: 'Bailey Ann-Marie'
Subject: RE: From CCC WWW site 'speed kills'"

[docevi1]

that is a fair response, and I think the best line in there is "the inappropiate use of speed"

[james_j]

Another good line is "...As you rightly imply, human/driver error is the cause of the vast majority of road accidents..."

I wonder if they'll say it again.

[Apache]

I did reply and remark that her response was a refreshing change from most of the other partnerships such as the Essex bunch of arsewipes.
Keep hassling them people

[count duckula]

Beware of sweet talking seperants, It was a good responce but you know they will be getting as much cash as possible from hiding in bushes etc.


Malc

[Apache]

preaching, converted etc for sure but the more we praise them when they 'print' their reasoning in such a manner the more they paint themselves into an embarassing corner

[Marshy]

Pete, I'd edit that first post to remove your e-mail address from it - it'll be harvested for (yet more?) spam mail before you can blink otherwise.

[dazren]

Marshy said:

Pete, I'd edit that first post to remove your e-mail address from it - it'll be harvested for (yet more?) spam mail before you can blink otherwise.

I've edited out the email address.

DAZ
(complete with mod stick)

[Apache]

Cheers chaps, missed that bit