Israel’s National Road Safety Authority held lately very interesting ad campaings, in print, radio and TV that are aimed to increase accident-awareness for Israeli drivers.
In this country, 95% of all accidents are due to reasons which include “human factors”. While 2005 statistics show that the “Deaths in Accident” relation to the population-total was low when compared to other European contries, the same statistics demonstrate that Israel is one of the worse countries on the “Deaths in Accident” compared to number of vehicles.
That means: Our vehicles kill more people than vehicles in other countries do. This is a very scary conclusion, and I learn from it that our drivers are careless (or could not care less!) about road-accidents.
Ad Campaigns can effectively increase consciousness when done right.
Here is how the Road Safety Authority approached the problem, and how you can adapt this in your tests.
See the picture:
[Image removed from original server]
The Caption says: “He is close to your bumper. He is fast, he is furtive… He can be unexpected… And if you don’t look for him, you’ll not see him. Slow down and look for the kid in the road!”
Another strong advert in Radio went like this: “He is approaching, and he is fast. On the road, always look for the man with the helmet!”
See the pattern? It is not “look for some kid that may be around”, or “check if there’s a motorcycle”… Stop and find that motorcyclist driving overthere!
The common to both announcements is that you are left with the impression that there are children and motorcycles everywhere.
They ARE there, somewhere where you can’t see them. You don’t want to hit them, so please be careful.