In order to focus my design, I conducted a piece of audience research to inform my campaign idea. I used the reliable GOV.UK as a source to feed my research content. In this research I have compiled statistics of car crashes and the relation between ages, intoxication's, road types and other conditions.
From the graphs above it shows that there has been a 7% decrease in all road casualties caused by car drivers, from 2010 -15. However, each year it is a common occurrence that the younger generation are the most frequently involved with driving seventies. 16-25 year old drivers and passengers sit far above all other ages in terms of casualties rates. Is this because we are indulged into the world of technology, as we have grown up alongside the vast development of technological devices?
Shockingly, more than a quarter of all car crashes in America are caused by cell phone use, a study by the Nation Safety Council has shown. The National Safety Council states 21 percent of crashes or 1.2 million crashes in 2013 involve communicating through handheld or hands-free mobile phones. They say an additional 6% of crashes in 2013 involve text messaging. Creating a total of around 27% of crashes involve drivers talking and texting on cell phones. This can be related to the younger generation, having been brought up alongside these technologies. (Business Insider UK)
Here I have compiled data to show the link between the younger generation and crashes related to drunk driving. The most cases of crashes and failed drug tests are the age band of 20-24 year olds, however not as many cases with 17-19 year olds. But, the data also shows, when testes as a percentage involved in car incidents, 17-19 year olds sit the highest and shortly followed by 20-24 age band at 60%. Both on top in this department. This states there is a greater aspect of danger when the younger generation drink and drive, due to the significant amount of incidents. Especially, compared to the older generation, where there seems to be fewer incidents.
In addition, this has been a repeated theme since 2010. The actual amount of drink drive incidents has slightly decreased over this time period, but the age band of 20-24 plummet above the rest. Their the highest percentage of drink drive incidents per 1000 licence holders and narrowly behind 17-19 year olds in terms of drink drive incidents per billion miles driven. This could also represent an inexperience in the capacity to drive and handle their alcohol, making them the most dangerous of the road under intoxication.
Moreover driving under intoxication, 16-24 year old people plummet above all other ages in terms of driving under the influence of drugs. This data is collected through self reporting of taking drugs and driving in the last 12 months. This has similar effects to drink driving and has all of the similar dangers to what you get with alcohol. The data would prove no different if we had the capacity to compare them, in terms of casualties and incidents.
Finally, we look at data comparing car crashes and types of roads. The data shows that there are much more crashes in built up areas compared to non built up areas. Plus, there are much more crashes in daylight than night time in most weather conditions and road surfaces in built up roads compared to non built up roads. This is because during the day the environment is much busier in general and much greater reactions to the ever changing environment are required to drive safely.
However, it was interesting to discover there are much more deaths when driving at the maximum speed limit on non built up country roads, than driving at the maximum speed limit of the roads of a built up road environment. Especially, in poor weather conditions. Non built up areas are not the main priority to maintain, when it comes to poor weather and this has a negative effect on the amount of deaths. Creating a need to drive more carefully under these circumstances.
To conclude, now I have collated all of my research and have reinforced my understanding that the younger generation are a huge factor in road casualties and need communicative methods to inform them the potential danger they can create behind the wheel.
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