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Midpoint presentation
- 1. DVLA: THINK! • DVLA set up the “THINK!” campaign to raise awareness of the risks of careless driving; I’m focusing on the risks of using a mobile phone while driving in particular. • The issue • Too many people unaware of the real risks • People think it’s okay to use their mobile phone while driving, knowing it’s illegal, particularly while stationary. • The impact • More car accidents than if people stopped using their phones • Detrimental effects on families and friends, not only those involved in the actual crash
- 2. THE FACTS • People don’t count using their mobile phone while driving as a dangerous activity • Reaction times = 50% slower than normal driving • Split second lapse in attention could cause a fatal accident • You’re 4 times more likely to crash when using a mobile phone • The DVLA has 4 calls to action: • park before you use your phone • don’t answer your phone while driving • don’t call someone if you know they’re driving • make people aware it is illegal to use their phone
- 3. THINK! Target Audiences • Theprevious adverts were effective, as later proven in my user research, but often target older audiences, often married couples with children. • Mycampaign: aiming at young adults and teenagers who have just passed their driving test
- 4. Mind Mapping • After the class exercise, I went away to make my own mind maps trying to think of ways to think of 6 different emotions • Some of these then began to overlap
- 5. Inspiration
- 7. Results • All 6 people who have a license have used their mobile while driving • Most common use: calling and texting • Only2 people aware of the fixed penalties if you are caught • All 8 have been a passenger while the driver has used their mobile phones, and only 3 were made nervous by
- 9. Favourite Ideas • Online • 3D animation - statistics take you through a journey (Nancy Duarte) • Mobile phone application • Website with an online game
- 10. Favourite Ideas • Offline • Billboards - distract driver • Focus on pedestrians: stickers/small posters in lots of locations
Hinweis der Redaktion
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- What do they need people to do?\nThe DVLA need people to stop driving. They give 4 main points of advice: \ndon’t answer calls when driving\nit is illegal to use hand-held mobile devices while driving, even while stationary - it can slow a driver’s reactions by up to 50%\npark safely before using your mobile phone\ndon’t call other people while they are driving\n
- Motivations: future health, family, friends, keeping their licence, a levels/university life, money - insurance\n
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- 1 person also reported using her phone for facebook and sat nav while driving\n\n5 people used bluetooth\n\nAlthough 3 people were made nervous, 4 said it had no affect on them. One person said a taxi driver had used their mobile phone while they were in the car and they were nervous as they were unsure of the drivers skill.\n
- I also researched favourite types of platforms for young adults to see how I could easily immerse them in my campaign\n\n6/8 people listened to previous THINK! adverts on tv, however I think I can update these adverts so they pop up elsewhere on social networking sites and mobile phone applications as they proved most popular\n\nAll 8 use Facebook regularly and 7 of those people also use mobile phone apps.\n
- online - nancy duarte\n
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