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Road Safety Valentine’s campaign targets young male drivers 25 January 2007

Love is in the air as Valentine’s Day approaches and the Road Safety Unit is urging motorists to keep their sweethearts safe by driving safely.

The latest campaign by the Road Safety Unit is aimed primarily at young male drivers, but the message ‘safe drivers think of others’ applies across the board to drivers of all ages and both sexes.

The Valentine’s campaign involves a radio advert, hard-hitting posters and thousands of flyers, which will be distributed by card shops around the Island with Valentine cards.

The first poster uses an image of flowers atop a gravestone – which carries the date 14th February, 2007 – and the tagline ‘Where would you like your Valentine’s flowers delivered to?’

The second poster is of a heartbeat monitor and carries tagline ‘How will you make your Valentine’s heart beat faster?’

Although the campaign carries a serious message, the team at the Road Safety Unit doesn’t want to pour cold water on romance and the flyers being distributed with Valentine cards ask drivers to ‘Keep you and your Valentine safe’ and include a list of ‘top tips’ to make sure your plans for February 14th run as smoothly as your driving.

The campaign was launched at Pickwicks’ Duke Street store in Douglas by the Minister for Transport, the Hon David Anderson MHK.

‘The Road Safety team stages several campaigns during the year,’ said Mr Anderson. ‘While each is designed to target a particular period – for example Valentine’s, Christmas or the “Lost Souls” campaign last September – they all have a single aim: to promote road safety and the message that safe drivers think of others.’
‘The Valentine’s campaign is targeted primarily at young male drivers. Statistics show that this group is involved in more road traffic accidents than any other category of driver. This isn’t intended as singling out young men for criticism. It’s just a fact, and this is one time of the year that the Road Safety team believe provides an opening to appeal to young male drivers and urge them to heed the dangers inherent in driving.’

Road Safety Manager Gordon Edwards said:

‘An accident can result in devastating emotional and physical trauma for drivers and their passengers, their families and loved ones. In the run-up to what is considered the most romantic day of the year, the campaign is urging young men to take care while driving, particularly when they have their wives or girlfriends in the car with them.’
‘However, safe driving is not just about young men. This is a campaign that applies to all drivers, regardless of age or sex. The imagery used to promote the campaign is very striking – and we ask all motorists to take heed of the message it conveys.’

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