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.
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 distractions. 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 and understanding that young people have an optimism bias so suggestions that they are likely to be killed do not resonate as ‘it won’t happen to me’.
If you are driving, make sure you stay focused on the road. And if you’re the passenger, don’t horse around!
Specification - A6 postcard, printed both sides