Publicity

Title: The Road Whisperer (campaign)

Organisation: Department for Transport
Date uploaded: 20th March 2019
Date published/launched: March 2019

Free
It is only natural for new drivers to be nervous, but confidence comes with real road experience – that’s the message from the ‘Road Whisperer’ in this new campaign by THINK!.

The Jeff Bridges-style character, with a distinctive Southern American drawl, features in a series of films and GIFs to give new drivers tips that will help them deal with the challenges of driving solo.

The films will focus on a series of tips relating to situations where new drivers feel vulnerable or have the highest road casualties, including driving at night, and on country roads and motorways.

Advice also covers tyre safety and looking out for vulnerable road users, and all tips are delivered in the Road Whisperer’s ‘signature style’.

Recent research commissioned by THINK! found that 17-30 year-old male drivers often feel vulnerable on the road, believing that while you only really start to learn how to drive after passing your test, you still need to appear confident in front of other people.

The films, created in partnership with marketing agency VMLY&R, were broadcast online and on social media, while the ‘Night Driving’ film was also be shown in cinemas.

The Road Whisperer said: “We were all fresh to the roads once. When I started out, I was as nervous as they come!

“Young folks need to know it’s a long road of learning after you pass your test, so go steady. I didn’t learn how to play the guitar like Keith Richards overnight.”

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