According to Government statistics, young people are more likely to be involved in a road safetyÂ incident than any other age group. More likely to be the cause, more likely to be hurt and more likely to die. So it’s a serious subject.
But just because something is serious, it doesn’t mean associated campaigns shouldÂ be sombre and strait-laced. In fact, the opposite. Using humour is an approach that has been shown to work consistently with young people. You can see an Advertising Standards Authority study on itÂ here.
So, when theÂ West Midlands Road Safety PartnershipÂ invited us to pitch for a video campaign, we knew humour wasÂ key. It’s a “Show me they funny and then I’ll listen” approach.
Working withÂ our good friends and excellent production companyÂ Napoleon CreativeÂ we created some really nice pitch ideas. And, before long, we were in Birmingham on a couple of cold spring days (and nights), using a local cast of young actors and actresses, stunt drivers and motorsport camera crew, to shootÂ three, short funny films.
The videosÂ focus onÂ the behaviour of drivers, passengers and motorbike riders â€“ key areas that have been identified by road safety teams as the cause of many road safety incidents.