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An ageing population means a significant rise in the number of older drivers but road safety campaigns mainly target the young. This project aims to deliver a campaign that makes older drivers think about how to stay safe.
Older people in general make the safest drivers. However, one in six of all British road accidents that result in death or serious injury involves a driver over the age of 60. Despite this, most road safety campaigns target children and teenagers. While it is true that older, more experienced drivers are safer on the road than younger people under the age of 29, the natural effects of ageing on eyesight, hearing, dexterity, memory and mobility can have an impact on one's ability to navigate busy roads. There is also very little information available that advises older drivers on how to keep driving safely.
This project was developed in partnership with vehicle manufacturer Toyota Motor Europe, as part of its strong commitment to help reduce traffic accidents and improve road safety. The objective was to create a road safety campaign aimed at older drivers which could be supported by a partner NGO (Non Governmental Organisation). Leading charity Help The Aged was enlisted to fulfil this role.
Researching relevant studies
The project began with extensive desk research into road accident statistics, relevant academic studies and past road safety campaigns, which have generally used shock tactics to get their message across. Interviews were carried out with a user group that included three drivers over the age of 70 with health problems and one fit younger driver.
A number of key campaign messages about older drivers emerged. For example, older people are a neglected group in terms of road safety. They are aware that driving skills start to deteriorate around the age of 55 but defer decisions on how to address this. Weather conditions, length of trip, mood and medication can all impinge on driving capability. Turning right and merging with traffic can lead to accidents. Medical professionals such as GPs and opticians have a greater influence over an older person's decision to give up driving than family members.
These core issues formed the basis for a campaign that sought to advise older drivers rather than positioning them as victims. The emphasis was on campaign messages that affect all drivers, not just older drivers, and on a questioning rather than confrontational approach to encourage independent choices about safe driving.
Campaign takes shape
Through creative workshops, the campaign took shape visually with a giant question mark placed on its side above two round objects to resemble a car. The wheels are represented by objects such as pills, clocks, umbrellas, moons, weights and spectacle frames in order to highlight key issues contributing to difficult driving conditions such as the effects of medication on driving, the problems of driving long distances, in bad weather or bad light, and physical fitness. Roulette wheels were used to sum up the campaign generically, under the heading 'Are you taking unnecessary risks when driving?'
A user forum was then held to test and validate the various design concepts in the 'Keep driving safely' series. The campaign will be rolled out this autumn with posters in Help The Aged shops, GP surgeries, pharmacies and community centres. Toyota Great Britain will also support the campaign via its nationally distributed magazine.
