2005-2006

Around 2000 young people pass their driving test in Scotland every month. Typically aged 17-19, young drivers are overrepresented in fatal and serious crashes, and it is expected that as many as one-in-five will be crash-involved in their first year of driving. Young males are the main target group because, although they may be skillful drivers, their inexperience and lack of developed hazard perception skills make the first six months a critical time.

Based on the evidence that disability is a major concern to males (and that females are more likely to absorb a male targeted message than vice versa), the "Before and After" campaign, launched in February 2005, was followed up by the production of 5000 leaflets for young drivers in May. These carried the campaign imagery and were distributed to over 800 Driving Instructors throughout Scotland, for them to give to learner drivers who had just passed their test. USC Clothing Stores supported this initiative by way of a 10% discount card in every leaflet, which could be redeemed any time until the end of the year, coinciding with those critical first six months. 20,000 key-rings were also produced and distributed across Scotland by police and Road Safety Officers. All resources carried the campaign imagery and Road Safety Scotland’s getinlane website address.

Further proactive PR highlighted the "Before and After" campaign in regional and local press titles, whilst raising awareness of the USC discount initiative for young drivers.

Additional PR activity utilised national paid-for publicity platforms to underline risks to young drivers due to unsafe driving habits picked up from parents.