Dorset Safety Camera Partnership: Young Driver Education
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OBJECTIVE
Target newly qualified and future drivers with an education campaign highlighting the risks of dangerous driving.
STRATEGY
- Developed presentation programme for schools and other youth organisations Dying to Drive
- Extend the reach through a local and regional PR campaign
- Invite journalists to attend the presentations
- Issue stats about the impact of the presentation on young drivers
RESULTS
- Based on the success of Dying to Drive the programme is now in its sixth year
- Wide spread media coverage regularly achieved through ongoing media relations activity
- Impact on the students- over 90% now support the use of safety cameras
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