People resent being told they’re bad drivers. So how could we make parents aware that their risky behaviour behind the wheel is passed on to their children?
The bold idea
A mix of ethnographic and qualitative research led to a strategic breakthrough. Moderators showed parents drawings done by kids in the ethnography, depicting their car journeys. These showed that even the youngest children noticed their parent’s driving misdemeanours.
75% of the campaign audience expected to make changes to their behaviour, rising to 83% amongst parents prone to risky driving. To date, we estimate this activity has prevented at least 20 accidents.