Social media campaign launched to encourage young drivers to make road safety pledge

The Safer Essex Roads Partnership (SERP) has launched a new young driver social media campaign which ‘links the latest thinking around public behaviour change declarations and social marketing techniques’ in a bid to achieve wide scale engagement.

#mysmallchange calls on young drivers to make a pledge to improve a particular aspect of their driving. There are 10 pledge topics covering issues including speed, mobile phones, seat belts, fatigue and distraction. Passengers can also participate by pledging to never get into a car with a driver who has been drinking.

The pledges are shared on social media to further raise awareness and encourage other young drivers to make their own pledge. As an incentive for making a pledge and making positive steps to become a safer driver, participants are entered into a draw to win a Ford Fiesta (subject to terms & conditions) In the days and weeks following their initial participation, entrants are given additional opportunities to increase their chances of winning the car.

Those who watch a short video, make a behaviour change agreement and participate in three short online surveys are 32 times more likely to win than someone who only makes the initial pledge. #mysmallchange will run for 12 months and is focused on young drivers within Essex and the surrounding areas, but is also open to every road user in the UK.

Nicola Foster, SERP chairman, said: “Making a pledge is a great start. However, the sharing of this pledge on social media massively increases the likelihood of it being acted upon. “By participating in the follow up communications and videos as they progress through the campaign’s programme, entrants are increasing their chances of winning one of the prizes as well as increasing their road safety knowledge. “The more you put in, the more you get out – everyone wins.”

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