#DriveSmart. Stakeholder toolkit

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1 #DriveSmart Stakeholder toolkit

2 #DriveSmart Stakeholder Toolkit Page 2 What is the #DriveSmart campaign? Road deaths are an ongoing issue impacting young men in Scotland. New research reveals that over 61 per cent of Scottish men aged consider themselves to be either very good or excellent drivers 1. Despite this claim, latest figures reveal over 2,040 were involved in accidents in the last 12 months, with 314 killed or seriously injured. This age group were also more likely to be involved in an accident than any other 2. The top contributory factors in road casualties for year olds include exceeding the speed limit, travelling too fast for the conditions, loss of control and distraction. 1 -Censuswide Scotland omnibus research, April Reported Road Casualties 2017 The Scottish Government and Road Safety Scotland (part of Transport Scotland) seek to address the number of fatalities on our roads with the launch of a new #DriveSmart campaign targeting young males (20-29) to encourage them to adopt safe driving habits which include: not exceeding speed limits being aware of distractions within and outside the car not drinking/taking drugs and driving considering other road users (particularly at junctions) adapting to the conditions of the road slowing down in town Introduction continued

3 #DriveSmart Stakeholder Toolkit Page 3 Young drivers are prone to over-confidence in their abilities, a misplaced sense of control and a desire to push themselves and their car to the limits. Campaign research highlights that young male drivers change their driving behaviour depending on who they have as a passenger in the car. They claim to drive better when they are carrying precious cargo like their Gran in the car. 1 Young male drivers listen to advice from their Gran, and are concerned about letting her down with poor driving behaviour such as texting while driving or driving faster than the speed limit. 2 The #DriveSmart campaign introduces a series of larger than life, relatable Gran characters, who unexpectedly appear while their Grandsons are driving and put the young men firmly in their place. The ads highlight a number of humorous scenarios with imaginary Grans addressing unsafe driving behaviours including distractions (using mobile phones and noisy friends in the car) and driving too fast, with the strapline Drive like Gran s in the car. #DriveSmart Next time the drivers see themselves slipping into bad habits, they should imagine that Gran is in the car with them. 1 2CV research, February Censuswide omnibus research April 2019 The campaign

4 #DriveSmart Stakeholder Toolkit Page 4 The campaign and how you can get involved There are lots of ways you can get involved from sharing our content on social media, attending our events or getting involved with PR activity, we appreciate your help in spreading this important message. Here s what s happening... Advertising The highly targeted advertising campaign will run across a number of relevant channels for the audience including TV and catch up TV, cinema, digital, outdoor and digital audio platforms like Spotify. Online ads will feature on a variety of websites and social media platforms including Facebook, Instagram, Snapchat and YouTube. Outdoor ads will appear in key locations including festivals, pubs and clubs. The ads will also feature during some of the big movie releases this year including: John Wick, Chapter 3; X-Men: Dark Phoenix; Men in Black International and Hobbs and Shaw (Fast and Furious spin off). We ll also be running adverts across Spotify and around podcasts. Field activity A number of interactive events will be taking place throughout the country visit roadsafety.scot/drivesmart for a full list of event locations and activity. The events begin in June at the following locations: Saturday 15 June Aberdeen Union Square Sunday 16 June Inverness The Eastgate Saturday 29 June Glasgow IntuBraehead Soar We would appreciate your support by displaying / sharing this information, particularly if any of the events take place in your local area. The campaign

5 #DriveSmart Stakeholder Toolkit Page 5 Partnerships We ll be approaching a number of partners to help spread the message. If you d like to get involved please contact: Euan.Gordon@union.co.uk PR Real stories featuring real people have a greater impact in terms of communicating campaign messages in the media and we are always on the lookout for suitable people to be involved e.g. young drivers and family members including grans. If you would like to be involved in the PR campaign as a spokesperson or case study, want to tell us about local initiatives, or just need some advice about getting local publicity, please contact roadsafety@smartscommunicate.com Social media

6 #DriveSmart Stakeholder Toolkit Page 6 Social Media This audience live and breathe social and digital media, so the campaign has been created to tap into this, speaking to them as they go about their daily lives online and will employ a variety of creative tactics. Through the Road Safety Scotland Facebook and Twitter accounts (@RoadSafetyScot) a number of social media and digital assets, including short film clips, campaign visuals and infographics will be made available for you to share on your own channels. These can also be found on the campaign assets page of the Road Safety Scotland website We are looking to support partners and stakeholders on social media, which would include us retweeting / sharing your information through our Facebook and Twitter accounts. Similarly, we would appreciate your support in sharing our messages through your own channels. Our Facebook page is here - facebook.com/roadsafetyscotland Our Twitter handle The campaign hashtag is #DriveSmart A shortened URL which links to the website is A shortened URL which links to the ad is Social media examples

7 #DriveSmart Stakeholder Toolkit Page 7 Twitter examples Here are example tweets you might want to send out to your followers to show your support: Facebook examples Here are some examples of Facebook posts you might want to use too: Watch your speed. Drive like Gran s in the car. #DriveSmart Don t let mates distract you. Drive like Gran s in the car. #DriveSmart Don t use your phone while driving. Drive like Gran s in the car. #DriveSmart If you re going to too fast to react to what s ahead of you in time, you re putting yourself and your passengers at risk. Watch your speed. Drive like Gran s in the car. #DriveSmart Control is key. Distractions while driving affect your ability to stay in control of your car. Don t use your phone while driving. Drive like Gran s in the car #DriveSmart Stay in control, and if you don t feel like you know how, find out #DriveSmart Key messages

8 #DriveSmart Stakeholder Toolkit Page 8 Key messages Road deaths are an ongoing issue impacting young men in Scotland. New research reveals that over 61 per cent of Scottish men aged consider themselves to be either very good or excellent drivers. 1 Despite this claim, latest figures reveal over 2,040 were involved in accidents in the last 12 months, with 314 killed or seriously injured. 2 This age group were also more likely to be involved in an accident than any other. 2 The top contributory factors in road casualties for year olds include exceeding the speed limit, travelling too fast for the conditions, loss of control and distraction. #DriveSmart seeks to address the number of fatalities on Scotland s roads, through highly relatable content themes featuring gran If you re going to too fast to react to what s ahead of you in time, you re putting yourself and your passengers at risk. Watch your speed. Driving at the speed limit isn t always enough. Control is key. Distractions while driving affect your ability to stay in control of your car. Don t use your phone while driving. Driving requires 100 per cent concentration. Don t let your mates distract you. Stay in control, and if you don t feel like you know how, find out. Drive like Gran s in the car. #DriveSmart For more information please visit 1 Censuswide omnibus research April Reported Road Casualties 2017 Website and newsletters

9 #DriveSmart Stakeholder Toolkit Page 9 Websites and newsletters If you plan to include information on the #DriveSmart campaign in your newsletters, or online, here is some example copy you may want to use: Drive like Gran s in the car. #DriveSmart Road deaths are an ongoing issue impacting young men in Scotland. The top contributory factors in road casualties for year olds include exceeding the speed limit, travelling too fast for the conditions, loss of control and distraction. The Scottish Government and Road Safety Scotland (part of Transport Scotland) seek to address the number of fatalities on Scotland s roads with the launch of a new #DriveSmart campaign targeting young male drivers (20-29) to 1 2CV research, February 2018 encourage them to adopt safe driving habits, which include: not exceeding speed limits being aware of distractions within and outside the car not drinking/taking drugs and driving considering other road users (particularly at junctions) adapting to the conditions of the road slowing down in town Campaign research highlights that young male drivers change their driving behaviour depending on who they have as a passenger in the car. They claim to drive better when they are carrying precious cargo like their Gran in the car. 1 The #DriveSmart campaign introduces a series of larger than life, imaginary Gran characters, who unexpectedly appear while their Grandsons are driving and put the young men firmly in their place. The ads highlight a number of humorous scenarios with Grans addressing unsafe driving behaviours including distractions (using mobile phones and noisy friends in the car) and driving too fast, with the strapline - Drive like Gran s in the car. #DriveSmart. Next time the drivers see themselves slipping into bad habits, they should imagine that Gran is in the car with them. For further information about the campaign visit Contact

10 #DriveSmart Stakeholder Toolkit Page 10 Contact We re looking forward to working with you during the #DriveSmart campaign. If you want to get involved or have any questions, suggestions or comments, please contact the team. Elizabeth Rockley Scottish Government PR Ewan MacGill Smarts