Speak Up Encouraging young people to have a say in their safety when travelling as passengers Steve Horton Road Safety Team Kent County Council

Kent 1.3M residents 600 schools, 3 Universities, 6 FE colleges c.17M road user movements through ports / Eurotunnel 4 motorways, 5000 miles of Highway Kent Road Safety Kent Road Safety Team – 4 RSOs, 4 DDS Programme of ETP; casualty reduction focus 8-10 mass messaging campaigns

Core ETP Objectives Contribute to casualty reduction through … Raising Awareness – to the key causation issues / themes Increasing Knowledge – of coping strategies, how to reduce your vulnerability Affecting Intended Behaviour – in line with safer road use “changing the behaviour of road users through education” - in line with UN’s Decade of Action ‘Safer Road Users’ 4 th Pillar.

Key target group – Young Drivers Influencing Young Driver behaviour … 210, year old car occupant KSI in last 3 years 30% of all car occupant KSI most ‘efficient’ at killing and injuring passengers more young women are killed as passengers than drivers

Indirectly influencing young driver behaviour Primary outcome: Encourage young passengers to take control of their safety Secondary outcome: Developing a concern within young drivers for how their behaviour is perceived by their peers

Campaign objectives Applying our core objectives to this issue Raise awareness of the higher likelihood of being involved in a serious crash whilst being driven by a young person Increase knowledge of what to do in dangerous situations (speak up). Increase the amount of young people prepared to ‘Speak Up’ if concerned by their driver’s behaviour

Targeting young people Social media (Facebook, Spotify, Twitter), TV, cinema and radio ads, online, bus backs, pub/club posters and Theatre in Education …

Campaign reach Website: 2,672 hits Facebook: 6,328,394 impressions Facebook fans: 483 Spotify Impressions: 436,817 clicks Online banners: 921,578 views Radio: 620,000 opportunities to hear Outdoor media: 3,952,000 impacts TIE and YDC: 2,500 students Cinema 94,497 A total of: 12,360,343 engagement opportunities

Speak Up (all ages) 35% Around a third (35%) recall the Speak Up advertising. Recall is significantly higher amongst younger road users. % recalled at least one Speak Up ad 2013 Motorist Aged % Motorist Aged % Motorist Aged % Motorist Aged 55+23% Base: All answering annual survey 2013 (493) Significantly higher at 95% than other subgroups

The campaigns have had a positive effect on road users – Mobile Phones and Speak Up changed the highest proportions of road users behaviour Base: All target group recalling specific campaign and answering: Road Users ( ), Motorcyclists (23 – 24) Thinking back to when you first heard / saw this particular advert, and thinking about the issues it addressed, do you feel that as a result of hearing / seeing it it, your behaviour on the road…? ALL ROAD (MOTORISTS & MOTORCYCLISTS) RECALLING CAMPAIGN ALL MOTORCYCLISTS RECALLING CAMPAIGN 2013 % Positive impact / Reinforcement 90% 89% 85% 84% 82% 88% 87% [77% the previous year]

Achievement and Evaluation 2013 Qualitative evaluation findings: Independent evaluation concluded … “the vast majority agreed that the message objectives were communicated well and that the campaign successfully fulfilled its objectives” “the campaign successfully influenced positive behaviour choices amongst young passengers and their drivers”

Quantitative research findings: Analysis of local crash and casualty data for 16 to 24 year olds showed fewer casualties in this group when compared to the baseline i.e. the 2004 to 2008 average. Despite some peaks and troughs, following the ‘Speak Up’ campaign the overall trend for the current period shows: 31% fewer young car drivers KSIs 11% fewer young driver casualties overall 26% fewer young passenger KSIs 15% fewer young passenger casualties overall

How the campaign was received An example of unsolicited Facebook feedback: “This is such an important message, I was involved in an RTA I lost 2 friends and was badly injured, people don't realise how dangerous our roads can really be and, of course, drivers and other drivers. This is such a great campaign, I support it 100 %. Even if it saves 1 life, it's worth it!!” Alaina, 19 years old from Kent.

Prince Michael International Road Safety Awards Presenting the award, RoadSafe chairman Tony Spalding said: “ Giving young passengers the courage to criticise bad driving is very important and the Kent team does this in an effective and novel way”

The Cost / Benefit bit Campaign cost c.£50,000 pa (12M engagements) Cost benefit to the community of saving a fatal casualty (South East) c.£1.9M (DfT) So, if this campaign can run for 38 years and save one fatality its delivered a current cost / benefit to the community

The essence of Speak Up enabling young passengers to have a say in their safety, thereby influencing the behaviour of young drivers. From the target audience: good recall good understanding positive impact on intended behaviour … and casualties have reduced

Speak Up Encouraging young people to have a say in their safety when travelling as passengers Steve Horton