The ‘Ten Truths’ campaigns focus 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 animal head imagery typifying risky driving behaviours.
By applying the behavioural principles as outlined by the Behavioural Insights Team to reduce cognitive load (ie, keep it simple), put the key action at the top, use of short messages and strong imagery.
Using learnings from behavioural science the campaigns aim to make young drivers aware of the consequences of risky driving behaviours and this campaign focusses on drink driving. Evidence suggests that optimism bias in young drivers means consequences closer to them are likely to have greater impact on behaviour change and the campaign also relies on social norms that most people do not drive.
Specification - A5 leaflet printed on four pages