Scottish Government

The challenge

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.

girl in car
farther and son
little girl playing with toys
Two toy cars

The results

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.

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