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Virtual Fatal Four (VF4) Project

Hiren Patel Researcher & Data Analyst MAST Conference11th March 2014

The Project The project consists of a one hour presentation and simulation car based on the Fatal 4 risk factors

The target audience is young male car drivers aged 16-18 however it is delivered to a wider audience

The Issue 16-24 year olds comprise only 13% of the local population but account for 33% of all casualties

They also comprise 25% of KSI casualties which is the largest age group for such casualties<5

05-15

16-24

25-34

35-44

45-54

55-64

65-74

75-84

85+

NK

0 5 10 15 20 25 30PERCENT

AG

E

KSI

Young Adult Road Users

16

17

18

19

20

21

22

23

24

0 100 200 300 400

Male

Female

CASUALTIES

AG

E

68%

19%

12%

2% 0%

Driver Casualties

Car Motorbike Cycle Goods Other

More male casualties than female

Large proportion of car driver casualties

Lifestyle Classification

The lifestyle profile for young adult car driver casualties showed Group E as the highest volume and just above average for risk

Lifestyle Summary

Group E – Middle income families living in moderate suburban semis

Manual and white collarMarried

Middle age

Children

Leafy suburbs

Affordable housing

Family Life

Industrious

Mainstream Brands

Persona

Key Characteristics of Target Audience

Male

Aged 16-19

Learning to drive or recently passed

Driving mainly for leisure or college

Recreational interest in cars

Technologically SavvyHeavy internet users

Influenced by peers

Social learning

Visual and Interactive

Feedback on Presentation

15

87

8

8

77

8

7

0

5

10

15

20

25

Think Doubt Think Goggles LB Shame LB Just One

Think Clear Upset

3

5

1

3

4

2

1

2

3

0 2 4 6 8

Think Doubt

Think Goggles

LB Shame

LB Just One

1st Pref 2nd Pref 3rd Pref

No. of respondents who felt the video clips were too upsetting to watch properly, had

a clear message and made them think about the dangers (n=10)

 

No. of participants who liked a particular video clip based on their top 3 preferences,

where 1 = most favourite(n=10)

 

The Result • an interactive presentation which contains

several short video clips

• the presentation also contains interviews with the mother of a local victim and offender

• a crash car simulator which also includes a storyline using young local actors

• creation of a microsite and ongoing development of a social media presence

Story of Michael Yorkhttps://vimeo.com/76409953

Thank You

Any Questions?