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Dorset Safety Camera Partnership drives home message (From Dorset Echo)
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Dorset Safety Camera Partnership drives home message
8:40am Sunday 6th December 2009
YOUNG drivers are being targeted with a hard hitting video to hammer home the dangers on the roads.
The Dorset Safety Camera Partnership (DSCP) has employed the shock tactics in an internet campaign to stress the importance of careful driving.
Its video shows two teenagers in a car, with the driver slowly realising that his girlfriend has been killed as a result of a crash caused by his reckless driving.
Johnny Stephens, who is DSCP head of fixed penalties, said: “With eight out of 10 accidental deaths involving 15 to 19-year-old men occurring on the road, this age group is particularly high risk.
“However, young drivers are also hard to reach through traditional awareness raising advertising campaigns.
“By using the internet we are able to tap into their everyday activities while showing them a film which brings home the reality of a fatal collision.”
The film has been sent out to students in sixth forms, colleges and Bournemouth University via an email which directs them to a website where the film is played.
Nearly 500 young people in Dorset have watched the film so far on the website. The video has won a Gold Industry Award for Effective Communication from the International Visual Communications Association.
DSCP chose the film to highlight the importance of road safety and to teach young drivers about the heightened danger of carrying passengers.
The website also provides advice on driving and how to be a safe passenger in a vehicle.
Students viewing the website also get a chance to win a day’s driving at Thruxton where they can experience driving powerful cars in safety.
Mr Stephens added: “The number of young drivers viewing the website is a very positive sign and shows that this age group is increasingly taking a more serious approach to driving rather than seeing it as a thrill-seeking pursuit.”
The website and film can be viewed at www.performinthecar.co.uk
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Dorset Safety Camera Partnership drives home message
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