Those responsible for the recent marketing campaign for road safety deserve considerable credit for the effort they’ve put in to encourage safe driving, something I neglected to mention in my earlier post. However, this writer does question the impact shock marketing will have on their end goal of reducing the number of accidents and deaths on our roads.
The issue this writer has with shock marketing is that it just isn’t motivating enough. Seeing beat up bikes and people faking dead on the side of the road doesn’t provoke a personalize response of “wow… that could be me”.
In order to provoke such a response one may be inclined to use a more subtle yet heart wrenching tactic. Indeed, it is sadly rare to have not known someone who has perished on our roads and it is the use of these personal connections that would be most effective.
This writer suggests that for the next road safety campaign portraits of every individual to have died on our roads over the last 10 years be obtained.
Each portrait is then to be blown up to poster size with large writing on it displaying “In loving memory of”, their name, what they died on (bike/car) and the date they perished.
Then take each poster and display them one after another, about 50 meters apart for the length of the drive into town.
Then, on the last poster, use the same style but this time use a black silhouette emblazoned with a big white question mark.
For the name, put YOU? and put the date as TBD, 2008
This kind of marketing isn’t a sudden shock but a gradual one that would rock your very soul. First by building the personal connection with every unfortunate soul to have died on our roads. Then driving it home by getting them to truly see themselves as the next posible victim.
(written on my mobile)