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Road Safety Scotland and The Scottish Government Marketing and Insight Unit – Hazard Perception Training

Safer Road Users, 2019

The Scottish Government and Road Safety Scotland set out to reduce deaths on country roads by encouraging young men to slow down. Using TRL’s insight research and their own, they developed virtual reality 360o film versions of hazard perception training, and took it to young men through a rural roadshow and paid-for advertising. This VR video concept puts the user in the driving seat on a dark country road, with mates in the car and unexpected hazards outside it.

Tracking research measured the highest ever motivation score for a Scottish Government country roads advertising campaign with in 268,178 views of film on YouTube.