In town, slow down
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. Union Connect were tasked with creating an experiential activation to encourage drivers to watch their speed in built-up areas. To meet this brief, the agency created an absorbing, and ultimately shocking, virtual reality (VR) experience to be installed in locations across Scotland.
The experience was disguised as the test drive of a car new to the UK market, ‘Kwasi Automotives’, with the general public invited to test it out. The test drive experience comes to a dramatic and shocking end when the car is involved in a sudden collision with a pedestrian. The entire experience was created to demonstrate clearly that accidents can happen when least expected on residential roads.
Over 500 participants took part, with 49% saying they would drive more slowly, 48% that they would pay more attention to pedestrians and 51% overall that the activity would change their future driving behavior. A video of the experiential activation was shared on social media with over 44,000 views in the first two weeks of release, increasing the reach of the campaign even further.