Motor insurance news
31/07/2007
New safety ads could mean cheap car insurance for young drivers
The road safety advertising strategy in Northern Ireland could be about to change, potentially lowering and the number of deaths and serious injuries on Irish roads and the cost of car insurance for young drivers. The move would be away from traditionally gory and shocking ads towards ones which aim to embarrass the culprits of dangerous driving.
The changes in Ireland follow Australian research, which suggested that current campaigns no longer have the desired shock value with their intended audience of 17 to 24-year-old men. A diet of violent films and video games has reportedly desensitised them to such horrific images, and an alternative strategy is needed in order to get the safe driving message across effectively.
Ads now showing in Australia use humour rather than violence, and cost far less to produce. But Belfast company Lyle Bailie International, which designed many of the campaigns currently on Irish television, has defended their effectiveness - stating that their ads have lead to record numbers of Irish drivers wearing a seatbelt.
"A shocking advert is really only shocking the first time you see it, but a funny one can make you laugh every time. Death rates and motor insurance quotes have remained high in spite of the current campaigns, so maybe it is time to try another approach," said a spokesman for Hoot Car Insurance Services, the specialist in car insurance for young drivers.
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