Help Forum

Help requested posted on 6th January 2016:

Pedestrian campaign

I am looking at running a publicity campaign targeting pedestrian casualties in the 9 - 14 age range. A particular focus will be looking at distractions such as mobile phones. Has anyone run such a campaign recently and if so what methods were used to engage the target audience? I am particularly interested in the use of social media.

Ian Cook

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Response posted on 6th January 2016 by:
Honor Byford

E: Honor.Byford@northyorks.gov.uk
T:

Pedestrian Campaign

You could trawl through the childrens items in the Newsfeed archive. I would reccommend you get in touch with Kirklees Road Safety Champions - a yoputh group who work out their own solutions to road safety issues for this age group including social media, making the videos and then promoting the messages peer to peer - really effective in many ways:

http://kirkleesyc.org.uk/wp-content/uploads/2015/05/Road-Safety-Annual-Report.pdf


Response posted on 6th January 2016 by:
Richard Owen

E: richard.owen@saferroads.org
T:

Social Media

Hi Ian.

Under 13's aren't technically allowed to use social media so that may limit your opportunities here. The 9 -14 age group is also quite broad with significant differences in the use of mobile phones and patterns of walking (i.e. those under the age of 11 are much less likely to be walking without a parent). Consider exactly what the challenges each group faces, what messages are relevant then select the appropriate delivery mechanism.

Oh, and make sure you evaluate!


Response posted on 6th January 2016 by:
James Marsh

E: james@b3online.co.uk
T:

Pedestrian campaign

Hi Ian

Most social media sites require users to state they are aged 13 or older. This is due to legislation in the States. Of course, many children younger than 13 will be on there but that doesn't mean one should target them there.

I think it would be beneficial to re-evaluate your target age group and split it in two. It's too broad. Go for 9-11 and 11-14; there's a natural primary/secondary break there.

Children tend to get mobile phones in their last year of primary school as they become more independent, so that is an ideal age at which to aim messages about mobile phone distraction, but you may need to do it via another channel beyond digital.

Good luck!
James


Response posted on 7th January 2016 by:
Rob Orchudesh

E: rob.orchudesh@lbhf.gov.uk
T:

Pedestrian Campaign - mobile phones

We created an advisory sheet for use in a local senior school when this issue came up. You could adapt it for your use if you wish. Let me know and I can send it to you directly (would not let me attach it here).

Rob


Response posted on 7th January 2016 by:
Beverley Mercer

E: bmercer@warrington.gov.uk
T:

Street Moves

We use Street Moves package with Year 6 pupils in Warrington. It covers mobile phone use as a distraction, also friends and music being a distraction too.

We developed a distraction assembly that we deliver to Year 7 pupils. This covers distractions from friends, mobile phones, social media, music.

We deliver Ghost Streets to Year 8 pupils. This doesn't just focus on pedestrian safety (it discusses seatbelts & cycle helmets too) but it is a brilliant package that we have used for a couple of years in our high schools.

If you would like any more info on either of these sessions then get in touch.

Bev


Response posted on 7th January 2016 by:
Pat Bates

E: patrick.bates@torfaen.gov.uk
T:

pedestrian casualties campaign

Apart from the medium, what about the “hook” itself?
We ran a classroom RS tutorial for 13 – 14 year old pupils last year. The strategy was around the questions. What age are you most at risk? and Do you fit the profile? Because of the age group, we were predominantly focussing on the number of pedestrians injured and why e.g. distraction.

We then used the same strategy at college but for 16 year olds the target was more as car occupants and injuries sustained as passengers

Apart from the normal road safety statistics, we drew from the Public Health England document “Reducing unintentional injuries on the roads among children and young people under 25 years” Executive summary. Also the Road Safety Analysis report “Stepping Out 2013” document, particularly the Characteristics of Collisions involving Pedestrian Casualties. Lots of useful stuff in these. The trick is in presenting the statistics in a relevant context!


Response posted on 8th January 2016 by:
Keith Baldock

E: keith.baldock@brighton-hove.gov.uk
T:

Pedestrian Campaign

We've run a Share the Roads campaign targetted at distraction - mainly at 18-25 audience due to casualty profile. Schools have taken poster material - also used Local Authority Publicity and the caterer to sponsor campaign in schools. Do use social media - facebook - but not tagetted at 11-14 for reasons above. Also message been in TIE aimed at yr 7 and a transitions activity for yr 6 to yr 7.


Response posted on 14th January 2016 by:
Paula Wellings

E: pwellings@cornwall.gov.uk
T:

Teenage Pedestrian Distractions/Mobile phones

We adapted the 'Red Thumb' campaign. Originally designed in America for drivers but is equally appropriate for mobile phone/ipod etc distractions for teenage pedestrians and provides a talking point as you ask them if they would be prepared to have a red dot ot even paint their thumb nail red as a reminder not to text when crossing the road etc.


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