4. Background Mini Campaign “Speeding” Within RSA 2012 Death Reduction Strategy Originally April 2007 60 Seconds DOE NI, RSA, Norwich Union & Aviva Associated Launched on Television, Online, Billboards and Radio
5. The Company Lyle Bailie International Ltd Belfast Specialists in Behavioral/Attitude Change
6. Target Target: Males: 17-34 Years old Sub Target & Strategy: General Public: Concern & Awareness
8. Objectives Reduce Speeding Long Term Goal of Reducing No. Of Deaths Create Awareness and Concern of Dangers Show Effects of Speeding to all parties Reinforcing of Safety on Roads
9. Insight Insight is Vulnerability Viewer’s Empathy Relatable “Could this happen to me?” “Who would be affected if I was involved?” Diminish the “invincibility” factor Emotional
36. Bibliography Meenaghan & O’Sullivan, Marketing Communications in Ireland Rsa.ie [online], various reports sourced within slides Belch & Belch, Advertising and Promotion, 8th edition. Heapy. M (2002), ‘Fear appeals in road safety advertisements : an investigation into the perspectives of young males in Ireland.’, DCU Library.