‘Ten Truths’ road safety campaigns launched using learnings from Behavioural Science

The Honest Truth today launches its ‘Ten Truths’ campaigns focusing on the key risky driving behaviours which make young drivers so vulnerable on UK roads. The campaign builds on the well-established concept of using striking imagery typifying risky driving behaviours by the Honest Truth. 

Using learnings from behavioural science the campaigns aim to make young drivers aware of the consequences of risky driving behaviours such as inappropriate speed, not wearing seatbelts, distractions and mobile phone use. Additionally, by applying the behavioural principles as outlined by the Behavioural Insights Team to reduce cognitive load, put the key action at the top, use of short messages and strong imagery and understanding that young people have an optimism bias so suggestions that they are likely to be killed do not resonate ‘it won’t happen to me’, the campaigns call on consequences that are nearer and so more likely to be acted upon.

The campaign materials include posters, leaflets, beer mats and postcards and are available to purchase online from the Honest Truth shop. These are made available to road safety teams, ADIs and those wanting to tell the honest truth about safer driving.

Annette Lloyd, Head of The Honest Truth said, ‘With the ongoing support of First Car, I am thrilled that we have been able to develop these striking new campaigns which build on the success of the concept as well as drawing on evidence from behavioural science. Initial response to the campaigns has been really positive so we are delighted that we can provide the campaign materials so easily to a wide range of audiences. We continue to work hard to ensure young drivers are safer on UK roads.”

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