A test drive like no other
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- Scottish Government
- Sectors
- Public Sector
- Year
- 2016
96% of pedestrian casualties in Scotland involve cars driving in built-up areas. The Scottish Government and Road Safety Scotland wanted to reduce these numbers and make drivers more aware of this issue. We were tasked with creating an experiential activation to encourage drivers to watch their speed in built-up areas. An absorbing and provocative VR experience that dramatised the unerring truth that accidents can happen when least expected.
[ THE CHANGE ]
49% of participants said they would drive more slowly
48% of participants said that they would pay more attention to pedestrians
51% said that the activity would change their future driving behaviour
