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- 1,700 road deaths and 22,000 injuries in 2015
- 17-24 year old drivers are four times more likely to be killed or seriously injured
- high levels of risk are to do with inexperience, age and common behaviours e.g.. driving with friends and night time driving
- there is evidence to suggest the frontal lobe (part of the brain that assesses risks) is not fully developed until our mid-20's
- young male drivers are far more likely to be involved in crashes than young women
target audience: males aged 17-24
focus: 'the roadside swab identifies drug drivers on the spot'
objectives: to increase the belief that you're likely to be caught and convicted if you drug drive and also to increase awareness of the roadside swab
I have decided to focus my campaign on drug driving as i feel it is less talked about than drink driving and many people are unaware of the dangers and consequences drug driving can have. Most people have heard of a breathalyser and are aware of its uses but few know about roadside swabs which are used for testing drug drivers.
To inform my research i have created an online survey for males aged 17-24 to fill out. My aim is to gain an understanding of their perceptions of the risks of drug driving in order to know how best to encourage safer driving amongst the target audience.
From my results i found that half the people thought that the risk of getting caught drink driving was equally as likely as getting caught drug however, how a few people thought you would be more likely to get caught drink driving. This could be could be because only 3 out of 24 people actually knew of someone who had been stopped or prosecuted for drug driving whereas drink driving is much more common. When asked what effect illegal drugs would have on someones driving some people believed it would actually make you more aware and alert, give you faster reaction times and give you a better judgement, with one person thinking it would not change your driving. Nearly a quarter of the people believed that police are unable to tell if you are drug driving however just over half are aware of the roadside tests they are able to do. In order to motivate young men to drive more safely people thought that it's important to raise awareness of the risks and consequences and one person suggested showing videos/pictures of accidents on the scene.
From my results i found that half the people thought that the risk of getting caught drink driving was equally as likely as getting caught drug however, how a few people thought you would be more likely to get caught drink driving. This could be could be because only 3 out of 24 people actually knew of someone who had been stopped or prosecuted for drug driving whereas drink driving is much more common. When asked what effect illegal drugs would have on someones driving some people believed it would actually make you more aware and alert, give you faster reaction times and give you a better judgement, with one person thinking it would not change your driving. Nearly a quarter of the people believed that police are unable to tell if you are drug driving however just over half are aware of the roadside tests they are able to do. In order to motivate young men to drive more safely people thought that it's important to raise awareness of the risks and consequences and one person suggested showing videos/pictures of accidents on the scene.
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