Scottish Campaigns recognised with Royal Award

14 December 2020

Scotland’s Road Safety Framework outlines a vision of a road network where no-one is killed. Young men, with their risky driving behaviours, challenge this vision. Road Safety Scotland and the Scottish Government used science-based behaviour change approaches for two campaigns:

How breath-taking roads have helped bikers to breathe another day.

The “Breath-taking Roads” strategy saw us set out to produce engaging and educational films that show bikers how to improve their riding skills in the KSI ‘hot spots’. These films allow us to highlight specific dangers which we know can lead to KSIs without specifically mentioning ‘safety information’ and without looking preachy and patronising.

How Gran kept young drivers safe on Scotland's roads.

Using video, digital and social content delivered via their mobile phone, the campaign was supported with placements in cinema, radio, festivals, sports events, pubs and clubs and on podcasts. This dramatized the interaction whenever a young driver attempted to do something risky, his Gran would appear and chastise him. Gran delivered her message with a wry humour that proved engaging rather than ‘preachy’. She proved the perfect messenger for our audience-led strategy.