Transport for London wished to reduce deaths and injuries on London roads by 40% by 2010 and conducted research into the underlying cause of speeding offences and dangerous driving. The research showed that men were 4 times more likely than women to commit a serious speeding offence. TfL recognised that music is a powerful influencer of young male emotions - it can instantly raise adrenalin levels and can be a major contriutory factor to people 'losing themselves' whilst driving. As a result, radio was felt to be an extremely important element in a multi-media campaign.
To encourage young adult males to drive more responsibly.
TfL identified moments fo heightened passion - Thursday and Friday night, or weekend afternoons and evenings - and focused on speaking to people at these times to communicate what people would be losing if they were caught speeding. To opitimise the impact and efficiency of the activity spots were only bought after 7pm on Thursday to Friday and weekends after 11am, ensuring TfL were speaking to young males when the roads were less busy and they were likely to be out with friends (and thus under the influence of 'boy racer' culture).
Overall the anti-speeding message achieved 63% spontaneous awareness amongst the core audience, with 43% agreeing that the campaign had made them think twice about speeding. More inmportantly, over the campaign period there was a 29% reduction in the number of speeding tickets issued versus the same period for the previous year.
The ability of radio to reach people at different times and in different mindsets is well demonstrated here - there was no point in TfL talking to their core audience when they were in bed! Radio formed part of a fully integrated media programme that challenged the norms of anti-speeding mesages and produced an innovative and successful campaign. "Radio had a pivotal role in delivering the increasingly hard to reach youth audience in a truly engaging and relevant environment." (Victoria Sangster, Communications Director, Mediaedge:cia).