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Road crashes are the leading cause of death amongst 17-25 year olds in the UK. Many of these injuries could have been avoided if the driver’s particular driving aspect could have been different.
The Safer Essex Roads Partnership wanted to create a road safety campaign calling for young drivers to pledge to improve a particular aspect of their driving, such as avoiding the use of phones, wearing a seatbelt, and sticking to the speed limit. Through the #mysmallchange campaign, they believed one’s pledge would inspire their friends about their behaviour, which could eventually make a big difference in the long run.
The #mysmallchange application asks users what they would pledge with exciting photos reflecting each scene. The application offers over 10 road safety topics on which to pledge, including seatbelts, distractions, and fatigue. The pledges are then shared on social media, which helps in raising awareness and encourages the friends of a user to come up with their own pledge.
As an incentive to making positive steps in becoming a safer driver, participants are given a chance to win a Ford Fiesta Studio or an iPad Air through a lucky draw. They are given the opportunity to increase their chances of winning by watching a short video or responding to surveys.
As majority of the traffic today comes from mobile devices, we designed and developed a responsive mobile friendly application, supporting all major smartphone devices and browser types.
The designs had to be simple and attractive to cause a strong impact on the user, such that they would pledge and help this awareness campaign grow. For this, apart from the elements we animated, such as the cars and pedestrians, along with our clean UI, the photos used for the safety categories were relating each driving style to one of the animal images made famous by The Honest Truth road safety charity, such as a cheetah representing the speedy drivers. The result was a strong UI which kept the campaign’s core values at the forefront.
The results so far have been fantastic. As this campaign is due to run for almost a year, it will hopefully make a difference on road safety in the coming days, while the participants would also be eagerly waiting to be the lucky one winning the grand prize of a Ford Fiesta Studio.
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