Foolsspeed Campaign
Foolsspeed is a major publicity initiative aimed at reducing the use of excessive and inappropriate speed on Scotland's roads. Launched in November 1998, Foolsspeed is modelled on the psychological theory of behaviour change, the Theory of Planned Behaviour (TPB). The TPB is a structured model with an interacting combination of 3 concepts; salient beliefs, subjective norms and perceived behavioural control.
Using the TPB as a basis for the initiative ensures a focused and structured approach to the publicity activity. The publicity campaign is following a number of key stages over a 4-5 year period. The initial stage involved building an identity for the campaign which forms the anchor through the following stages of the initiative.
A series of short (10 seconds) TV adverts were used to launch the logo. These adverts challenged the different salient beliefs drivers hold regarding their speeding behaviour, such as "I am a good driver therefore I can speed" and "I can always stop in time". A full length (40 second) television advert called 'Mirror' was then launched in May 2000. This advert aimed to further challenge driver beliefs. The second full length advert was launched in April 1999. Titled 'Friends & Family' this advert looked at the effect of driving at inappropriate speeds on passengers in the car. Television is not the only medium being used. Bus back and petrol pump nozzle advertising has also been used to increase the exposure of the Foolsspeed logo.
The third full length Foolspeed advert was launched in June 2001. "Simon Says" address the perceived behavioural control element of psychological model. It shows how drivers allow themselves to be "pushed" along and pressurised by other drivers on the road. The advert challenges drivers to take control and not allow others to control their speed.
There is a Simon Says Campaign movie transcript available.
Foolsspeed screensaver (3.2 MB)