Rural Roads

Research published by the IAM in 2007 found that that 75% of fatalities in Scotland happen on rural roads: (www.iam.org.uk/policy_and_research/policyaresearch.html).  A further study by the Scottish Government in 2008 showed that ‘loss of control’ was a factor in 45% and ‘inappropriate speed’ a factor in 33% of these fatalities: (www.scotland.gov.uk/Publications/2008/10/03140507/1)

The Scottish Government study found that rural roads are perceived as low risk, due to fewer vehicles and pedestrians, and lower police presence. Risky driving was not perceived as likely to have negative consequences. 

Addressing this issue is a high priority within Scottish Government’s Framework, and is currently the main social marketing campaign for Road Safety Scotland (RSS).  It features in the ACPOS Campaigns Strategy.

Initial research has also advised that, for communications purposes, ‘open roads  should be used instead of ‘rural roads’.  This was revised after further research suggested that ‘country roads’ resonated best with target audiences.  The initial phase of the campaign was to challenge the perceived lower risk of country roads and 48- and 96-sheet advertising was used with four different road numbers in different areas of Scotland:

The Scottish Government research also confirmed previous studies which advised that any communications must not be seen to criticise the drivers skills.  Subsequently, the first in a series of adverts centred around ‘Distraction’.  This ad launched in cinemas in July 2008 and was supported by a variety of media including radio, online and xBox Live. The post-campaign evaluation highlighted that this particular ad resonated very well with the younger audience and it was agreed that the next advert, which would address the inappropriate speed, would target a slightly older audience (21-25+).  The image below illustrates how this was used in xBox:

In keeping with normal practice, a creative brief was developed, scripts were drafted, tested and amended, and a series of four 20” adverts was proposed.  Entitled “Unpredictable” these ads sought to address the complacency which results from an over-familiarity with country roads.  The first ten seconds of each ad is exactly the same, but there are four different endings, highlighting the unpredictability of country roads and advising that “You don’t have to be speeding to be going too fast”.  These are running in cinemas from 29 January until 31 March, and on STV throughout the month of February.  Once again, they are supported by other media including radio, Facebook, Spotify, and You Tube.  Press coverage has been very encouraging particularly the use of  localised statistics provided on the ‘heatmap’ at www.dontriskit.info, the website which is used to support RSS campaigns.