Road Safety Scotland & the Scottish Government – "Don't risk it" strategic campaign
The core principle which underpins all road safety communications in Scotland is based on the proposition that all too often, road accidents result from risky driver behaviour. Whether this is drinking before driving, succumbing to road rage or distraction when children are in the car, or driving too fast for the conditions, one central thought recurs: ‘Don’t Risk It.’
Scotland’s Road Safety Framework to 2020 sets a target to reduce the number of people killed and seriously injured on Scotland’s roads by 40% and 55% respectively by 2020. The ‘Don’t Risk It’ umbrella communications strategy, which has been in existence since 2005, seeks to contribute to these reductions by helping deliver the commitments within the Framework and realising the Scottish Government‘s high-level National Outcome of reducing deaths on Scotland‘s roads. The aim is to developing new campaigns within the Don’t Risk It strategy to contribute towards this reduction.