Organisations: Road Safety Scotland & the Scottish Government
Date of Launch: March 2022
Uploaded to Knowledge Centre: 5 April 2022
This publicity campaign warns drivers in Scotland that ‘there’s no excuse for speeding, even if it’s just a little bit’.
The campaign is based on statistics which show travelling too fast for the conditions or excessive speed is reported in 21% of fatal collisions.
Some 33% of respondents to a survey conducted in advance of the campaign admitted to exceeding the speed limit by 5mph in 30mph zones at least once in the past year – while the comparative figure for 20mph roads was 31%.
Running across multiple platforms including radio and digital, the campaign highlights some of the excuses commonly used by drivers to justify their speeding behaviours, such as running out of petrol, the road being quiet, trying to beat the rush hour and knowing the road well.
It also reminds those behind the wheel that, if they’re caught, they could face severe penalties.
By repeating the words ‘a little bit’ over and over, the ad creative emphasises that ‘it doesn’t matter that you’re only slightly over the speed limit – you know there’s no excuse for speeding’.
Watch the ad on the Road Safety Scotland website: