Look again

‘Look again’ was a publicity campaign aimed at all road users in York. It is an updated version of the original ‘Madeyoulook’ campaign.

Madeyoulook and Look again were developed, to combat the city of York’s single highest causation factor for accidents, which was ‘fail to look’.

The campaign was aimed at all road users with the messages being advertised on bus backs, bus inners, leaflets and other promotional material.

The work was carried out in partnership with North Yorkshire Police and North Fire and Rescue.

Although Look again has not been formally evaluated, there is some evidence to suggest that the campaign was viewed positively. Post campaign research found that in terms of the Look again campaign:

“It seemed more reasonable to think of this advertising as working as one element of the wider (local and national) effort to change the culture with regard to road safety. For some of these respondents, most of whom already consider themselves safety conscious, the ad seemed to have served as a gentle, additional prompt, reinforcing and validating an already present awareness of the importance of taking care and paying attention.”