1. MG509 Advertising & Marketing CommunicationsAdvertisement-DeconstructionGroup 5:Maeve McQuillan x 21st Oct. 2010 Seánpaul Walsh xx

2. Overview Introduction Background Advert Target Objectives Insight Strategy Tactics Effectiveness

3. Background 239 128 40 38 27 7 Road Safety Authority 2009 Collision Report, rsa.ie

4. Background Mini Campaign “Speeding” Within RSA 2012 Death Reduction Strategy Originally April 2007 60 Seconds DOE NI, RSA, Norwich Union & Aviva Associated Launched on Television, Online, Billboards and Radio

5. The Company Lyle Bailie International Ltd Belfast Specialists in Behavioral/Attitude Change

6. Target Target: Males: 17-34 Years old Sub Target & Strategy: General Public: Concern & Awareness

7. Road Safety Authority “He Drives, She Dies” Campaign Resources, rsa.ie

8. Objectives Reduce Speeding Long Term Goal of Reducing No. Of Deaths Create Awareness and Concern of Dangers Show Effects of Speeding to all parties Reinforcing of Safety on Roads

9. Insight Insight is Vulnerability Viewer’s Empathy Relatable “Could this happen to me?” “Who would be affected if I was involved?” Diminish the “invincibility” factor Emotional

11. Physiological

12. Safety

13. Love/Belonging

16. 2 Deaths

17. 3 Fatalities

18. 11 Effected excl. Guards

19. Relatable Scenery

20. Innocent Theme

22. 11 Incidents of Blood

23. Graphic Imagery

24. Facial Expressions-Empathy

26. Avrutm Q & A

27. Haunting, Raw, Loud Texture

28. Sound Effects

29. Screaming

30. Timing is Perfect(in Queue)

31. Dialogue In Court

32. “How Precious people are to each other and fear of losing them” Lyrics

34. Conclusion Does the Advert meet the objectives? Get: Male Drivers 17-34 To: Reduce Speed & Drive Carefully By: Instilling Fear based Advertising

35. Thank You For Your Time & AttentionQuestions?

36. Bibliography Meenaghan & O’Sullivan, Marketing Communications in Ireland Rsa.ie [online], various reports sourced within slides Belch & Belch, Advertising and Promotion, 8th edition. Heapy. M (2002), ‘Fear appeals in road safety advertisements : an investigation into the perspectives of young males in Ireland.’, DCU Library.