January 2009
'Don't hurt the one you love', 2009 campaign says
 22 road safety teams are participating in the 2009 'For my girlfriend' (FMG) young driver campaign, which will take place in the run up to Valentine's Day on 14 February.
The annual FMG campaign reminds young people about the potentially catastrophic consequences when things go wrong while they are travelling by car. Campaign activity focuses on and around Valentine's Day each year - the most romantic day of the year for young couples.
The 2009 campaign uses the slogan 'Don't hurt the one you love'. A short 'viral' film tells the story of a young couple out on a date when things go tragically wrong. The campaign poster, Valentine card and flyer all support the film by encouraging people to go online to view it.
The first scene of the film takes place in the boy's car - the couple are fooling around and expressing their feelings about each other, and the boy is encouraging his girlfriend to 'come back to his place'.
This scene is filmed by the participants themselves - neither of whom are professional actors - on hand held cameras (similar to mobile phones). It deliberately looks like a typical 'YouTube' film, rather than a professionally produced film.
The second scene opens with the girl in bed - but not her boyfriend's bed, a hospital bed. Her boyfriend is crouching in the corner of the room distraught at what has happened. The film ends with the captions:
'More girls die as passengers than as drivers'
'Don't hurt the one you love'
'Take care when you're out as a couple'
The film gives no clue as to what has happened - it is clear there has been a car crash with a catastrophic outcome, but no indication of how the crash occurred. Was the driver driving too fast, had he/they been drinking, were they wearing a seatbelt or using a mobile phone, or were they simply fooling and around and not paying attention?
This is quite deliberate; leaving the viewer to draw their own conclusion makes it more difficult for them to opt out by saying: 'That couldn't happen to me because I don't speed' (for example).
The film will be launched on YouTube and on this website on 30 January.
The organisations participating in the 2009 campaign are: Bournemouth Borough Council, Bracknell Forest District Council, Buckinghamshire County Council, Cheshire County Council, Cornwall County Council, County Mayo Council, East Riding of Yorkshire, Essex County Council, Hertfordshire County Council, Hull City Council, Luton Borough Council, North East Lincolnshire Council, North Lincolnshire Council, Peterborough City Council, Sheffield City Council, Shropshire Council, South Gloucestershire Council, Southend Borough Council, Suffolk County Council, Surrey County Council, The Royal Borough of Windsor and Maidenhead and Wokingham Borough Council.
For further information contact Jo Lazar on 01379 650112, or by email. |
