You’ve got all the skills you need to see what others might miss.
Lock in and use them on the road.
Scan for hazards
Clear your corners
Check left and right
Stay focused
“Lock in” is a new road safety campaign from West Yorkshire Vision Zero.
It urges young men to help save lives by reducing fail to look incidents.
The campaign has been created to tackle careless driving, specifically failing to look properly. It comes as it can be revealed that failure to look is the most common factor in careless driving collisions. Careless driving is present in over half of all fatal and serious injuries on the roads locally.
Inspired by gaming, it highlights how the skills and concentration used by players every day can also make roads safer. Almost 90% of 16 to 24-year-olds play video games, with scanning for hazards, clearing corners, checking left and right, and staying focused being essential for success.
Those same abilities can make a real difference behind the wheel, with the power to reduce collisions caused by drivers not looking properly. Different seat. Same focus.
A market research project looking into ‘failing to look’ incidents in West Yorkshire took place to inform this campaign.
We aimed to understand:
The main and common reasons behind failing to look.
If there is a particular group or groups which are more likely to display this behaviour.
If specific road conditions, road design or scenarios are linked or contributing to failing to look occurring.
What communication interventions would the group or groups identified by the research take note of to change their behaviour.
The research concluded with a number of key insights:
Failing to look is partly an infallibility which is rarely recognised by humans, particularly in themselves.
When driving, there are both legitimate and illegitimate distractions which compete for driver attention.
Driving behaviour is closely correlated to life stage.
An effective public messaging campaign can be effective at changing driver behaviour.
