Virtual Fatal Four VF 4 Project Hiren Patel

Virtual Fatal Four (VF 4) Project Hiren Patel Click to edit Subtitle Researcher & Data Analyst MAST Conference 11 th 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 NK 85+ 75 -84 They also comprise 25% of KSI casualties which is the largest age group for such casualties AGE 65 -74 55 -64 45 -54 35 -44 25 -34 16 -24 05 -15 <5 0 5 10 15 PERCENT KSI 20 25 30

Young Adult Road Users 1% 0% More male casualties than female 24 12% Male 23 Female 19% 22 68% AGE 21 Driver Casualties 20 19 18 Car 17 16 0 100 200 CASUALTIES 300 400 Motorbike Cycle Goods Other 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 collar Married 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 Savvy Heavy internet users Influenced by peers Social learning Visual and Interactive

Feedback on Presentation 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 York https: //vimeo. com/76409953

Thank You Any Questions?