THE BACKSEAT – a TVodcast about youth and speed
2/3 of all who dies in traffic are young men – the main reason is speed. The Backseat is a campaign for the Norwegian Public Roads Administration aiming to get young men to slow down. Young men deliberately drive too fast to prove that they are good drivers. It is simply an attempt to impress girls. We used this insight to create a strategy revolving around stigma. In short we wanted to make it uncool to drive too fast.
In order for this to work, we needed help from the only people young men listen to – young women. We created a TVodcast: From the backseat of an old Toyota Corolla two young women adressed the targetgroup "live" for eight days.
Note: We wanted to provoke in order to engage a target group that have proven indifferent to the topic.
TO SEE THE FACEBOOK PAGE CLICK HERE, OR READ THE STORY CHRONOLOGICALLY BELOW
Cast 1 "SPEEDING YOUNG MEN IS KIND OF UNSEXY"
Introducing the girls, the topic and the insight. The main scientific explanations why young men
drives too fast is because the part of the brain that calculate risks and consequences, the frontal lobe,
develops later in in boys. Therefore they are immature, and not so attractive to women.
People engaged by tagging friends and sharing the post immediately. Majority of people embraced
the message, but others got provoked. So we continued to provoke …
Cast 2 "BOYS SAY THE DARNEST THINGS"
Cast 3 "THE CARTOONIST"
Furious comments, two girls and a lot of helium balloons. By now we had caught
the attention. So we posted a task to engage the speed-limit-loving part of the audience:
Complete the sentence "Boys driving too fast are also the ones who …"
Some of the cartoons made out of comments in the facebook feed:
Cast 4 "WE GOT NO ONE TO LOOSE"
The engagement rate stayed high, but we picket up that some young men now turned emotional
and a little bit hurt. So to cool things off we decided to give them some tender love and caring.
This obviously hit a nerve in the audience. Girls tagged their boyfriends, and friends
tagged each other. The caring flourished so it was time to have some fun …
Cast 6 "KIDS ON BOARD"
A prank to make fun of the speeding people.
Cast 7 "THE CAR SWAP"
As a response to the last post two girls in the audience had a fun idea on how to teach
their friend a lesson. This became one of the most popular casts in the campaign.
Cast 8 "LOL"
Are there really any good excuses for driving too fast?
The girls called for the best "worst excuses"
Cast 9 "THAT’S THE SOUND OF THE POLICE"
Timed with the official "speed control day" performed by the Police. The backseat girls
joined a traffic patrol. The officer confirmed that most of the time young men are the ones who speed
(although this particular time it was a girl who was pulled over. That’s what happens when casting "Live")
Cast 10 "THE ERROR"
We came across a student that had been doing a masters degree on speeding young men.
This cast didn’t work on the audience so we moved on to the finale
Cast 11 "THE CHEEZY FINALE"
What to do with the best "worst excuses on driving to fast"?
The creative quickly drew a lot of attention towards the issue. But the most important indication of success was the fact that it managed to create an arena where young women very clearly told young men that they were not impressed by speeding. The result was a significant contribution to making speeding uncool.
It is hard to isolate any effects directly to road safety campaigns, but deaths in traffic has gone down approximately 26% this last year. Hopefully "The Backseat» has made a contribution towards this important achievement.