2003-2004

The Driver Behaviour Strategy Working Group decided in early 2003 to concentrate any publicity activity initially on the new young driver i.e. in the first year of driving. The aim of this publicity activity would be to raise the feelings of vulnerability amongst the target group. A wide variety of creative ideas aimed at the new young driver were developed. These ideas were tested in autumn 2003 with the target group. The next stage involved developing four of the most effective creative routes into ideas for media campaigns followed by a further round of testing with the target group.

The design company One O’Clock Gun were appointed to develop the new website aimed at pre- and young drivers. A Young Driver Website Working Group was established to oversee the design development and to contribute to the content of the site. The site www.getinlane.com was launched in February 2004. The site is a comprehensive information point for both learners and qualified drivers. Redbull UK, the makers of the energy drink, sponsored the development of the fatigue and driving section of the site and Knockhill have sponsored a number of prizes for online competitions.