Tower Hamlets - A guide for young road users in Tower Hamlets
Tower Hamlets, London, faces a serious issue of road accidents caused by young, inexperienced car drivers and scooter riders. The council asked B3 Creative to create a mechanism to communicate with the borough’s diverse group of teenagers.
We suggested Automate, a 12-page magazine mini-magazine, to help educate and change young people’s behaviours. We decided to give it the feel of conversations with an elder brother – the older brother who has done it all before, made the mistakes and wants to help his younger sibling so they don’t make the same mistakes. We included celebrity first car stories, case studies, hard-hitting facts about the main causes of road accidents and advice on passing driving and riding tests.
Tower Hamlets were very pleased with the result. Local teens agreed that the content would make them really consider their attitudes towards driving or riding. Mohammed Hasnat, aged 18 said, “Reading the magazine has definitely made me think twice about drink driving, and what can happen if you do.”