7.6 Determining the Target Audience and the Message
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7.6.1 There is no single target or message for an effective and overarching campaign. Riders choose their mode of transport depending on their individual needs and the culture groups to which they belong or aspire to.
This means that the message to be propagated differs considerably depending on the target audience.
Generic exhortations such as “ride safely” fall onto deaf ears, as they are not identified by the intended audience as applying to them.
The Government’s “Think” strap-line and campaign provides an excellent opportunity to tie any local campaign into a nationally recognised approach.
7.6.2 The different groups that may need to be targeted, depending on the local situation, could include:
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Teenage moped and scooter riders.The attitudes and behaviours exhibited by this group, often created by peer pressure or fashion trends, demand a different approach than for other riders.
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Urban riders are often exposed to similar risks in their riding environment with many accidents occurring at junctions, often in circumstances where they had priority. A common approach may help these riders:
• Scooter riders - urban commuting.
• Commuters - longer distance.
• At-work riders - for example, fast-food delivery and couriers. |
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Leisure riders are mostly at higher risk on rural roads so, again, a common approach is desirable.
This category includes riders of:
• Sports bikes - experience has shown that it is extremely
difficult to attract the attention of these riders.
• Tourers.
• Custom bikes and cruisers. |
7.6.3 The various groups of riders choose their own level of risk, consciously or unconsciously. If there is a particular problem within a defined locality or area then in-depth analysis of police accident reports allows the identification of the specific accident involvement factors for the different rider groups.
This will allow the creation of appropriate interventions, involving publicity, training or education, or a combination of all three, together with engineering and/or enforcement. Further investigation by someone skilled in riding may be valuable in supplementing the raw data available from police accident reports.
This is a relatively straightforward task at a local level but will need greater effort to achieve on a regional or national basis. |
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