Bringing a taste of seaside-style fun to promoting road safety

By Barrie Hudson - 11 January 2022

  • The boards are styled after seaside attractions but each bears a serious message

    The boards are styled after seaside attractions but each bears a serious message

The Dorset & Wiltshire Fire and Rescue Service road safety team are using new interactive display boards.

Taking a lead from traditional British seaside ‘face-in-the-hole’ boards, the displays use humour and various behaviour change techniques to share important road safety messaging.

Although the concept has been designed in-house by the service, it has the support of both Wiltshire & Swindon Road Safety Partnership and Dorset Road Safe.

Fire and rescue service Road Safety Manager Christine Sharma said: “We’ll be using the boards at our Safe Drive Stay Alive shows and community events in place of our previous pull-up banners. 

"It’s proven that people are more likely to change their behaviour when something resonates with them, and using humour as our initial approach makes our messages more memorable. 

"In addition, anyone who tries out the boards will probably have a photo taken and share it on their social media accounts, which helps to share our advice even further.”

The displays pick up on the biggest dangers to drivers, known as the Fatal Four:

- "This is my sober face because mates look after mates" focuses on drink-driving and the importance of using a taxi or having a designated driver.

- "This is my ‘do not disturb’ face" reminds people to keep their mobile phones switched off or out of reach while driving.

- Another key message is covered by, "This is my smug face because I wasn’t speeding."

- "This is my ‘saved by my seatbelt’ face" reinforces the need to always use seatbelts, both as a driver and as a passenger.

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