DVLA: THINK!•   DVLA set up the “THINK!” campaign to raise awareness of the risks of careless driving; I’m    focusing on ...
THE FACTS•   People don’t count using their mobile phone while driving as a    dangerous activity•   Reaction times = 50% ...
THINK! Target Audiences• Theprevious adverts were effective, as later proven in my user research, but often target older a...
Mind Mapping      • After the class        exercise, I went away        to make my own mind        maps trying to think of...
Inspiration
Online & Offline
Results• All    6 people who have a license have used their mobile while driving• Most   common use: calling and texting• ...
What Platforms?
Favourite Ideas• Online • 3D animation - statistics take you through a journey   (Nancy Duarte) • Mobile   phone applicati...
Favourite Ideas• Offline • Billboards   - distract driver • Focus  on pedestrians: stickers/small posters in lots of   loca...
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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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  • Midpoint presentation

    1. 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. 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. 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. 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. 5. Inspiration
    6. 6. Online & Offline
    7. 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
    8. 8. What Platforms?
    9. 9. Favourite Ideas• Online • 3D animation - statistics take you through a journey (Nancy Duarte) • Mobile phone application • Website with an online game
    10. 10. Favourite Ideas• Offline • Billboards - distract driver • Focus on pedestrians: stickers/small posters in lots of locations

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