Project Summary
The Problem
In an ideal world, horses would not need to be on the road. Unfortunately, limited off-road equine areas forces most horses to be exercised on public roads. While many motorists are considerate to horses, slowing down and allowing plenty of room while passing, there is a large number who are not, which can lead to the injury or even death of humans and horses.
As urban boundaries rapidly expand plus more urban-minded people move into rural areas, more encounters between equine road users and ignorant motorists are likely to occur and the need for education becomes more important.
There are already many accidents and near misses involving equine road users on New Zealand public roads, but the NZTA are not collecting statistics about how many equine road users are involved in road accidents - which feeds into why people do not realise this is a problem, and why this voice is going unheard. The immediate effects and also the knock-on effects of these accidents should concern NZ.
There is a need for a road safety campaign for equine road users that captures the attention of motorists in a refreshing and compelling way, shifting their attitudes and influencing them to behave in safer ways around equine road users.
Immediate Audience
Young motorists (16-26 years old) from semi-rural communities (towns that are surrounded by rural areas).
Profile 1. Behaves unsafely as thinks horses on the road are an obstacle/nuisance + that they are not legitimate road users and have no right to be on the road - NEEDS EMPATHY
Profile 2. Behaves unsafely as is likely to have little to no knowledge of how to act around a horse (no stock sense) as they're not rural + no idea of how fast a horse can react - NEEDS EDUCATION
Profile 3. Understands that an equine road user is a vulnerable road user but is unsure about what the correct behaviour is + might not see an encounter with a horse as particularly risky as they believe the human has a high degree of control over the animal - NEEDS CLARIFICATION
The Campaign
The campaign needs to deliver fast-consumable pieces of information that are extended across multiple platforms to re-inforce the key messages and create greater social impact. Nearly 90% of New Zealanders aged 15+ use social media. Social media is the digital word of mouth, it is far-reaching, popular and interactive, and can therefore be used to re-invest young adults in road safety. The challenge is to hide a serious safety message inside content the audience want to engage with.
Proposed Mediums
Social Media: Facebook, Twitter, Instagram (Animated gif comic strips, illustrations, hashtag, game, online community)
Education: Website, Booklet (Addition to Road Code)
Road: Billboards
Street: Posters, Wall Murals
Car: Keychains, Bumper Stickers
Objectives
1. Educate motorists to: slow down to 20km/h, pass on the opposite side of the road, not sound the horn, rev the engine, throw things at the horse, flick up gravel etc, obey rider signals, stop if the horse appears spooked/out of control.
2. Reduce ignorance and increase empathy in young motorists from semi-rural communities.
3. Gain the support of stakeholders (such as the NZTA and NZ Police) and NZ horse communities and be a part of NZ's 'Vulnerable Road User Month'.
In an ideal world, horses would not need to be on the road. Unfortunately, limited off-road equine areas forces most horses to be exercised on public roads. While many motorists are considerate to horses, slowing down and allowing plenty of room while passing, there is a large number who are not, which can lead to the injury or even death of humans and horses.
As urban boundaries rapidly expand plus more urban-minded people move into rural areas, more encounters between equine road users and ignorant motorists are likely to occur and the need for education becomes more important.
There are already many accidents and near misses involving equine road users on New Zealand public roads, but the NZTA are not collecting statistics about how many equine road users are involved in road accidents - which feeds into why people do not realise this is a problem, and why this voice is going unheard. The immediate effects and also the knock-on effects of these accidents should concern NZ.
There is a need for a road safety campaign for equine road users that captures the attention of motorists in a refreshing and compelling way, shifting their attitudes and influencing them to behave in safer ways around equine road users.
Immediate Audience
Young motorists (16-26 years old) from semi-rural communities (towns that are surrounded by rural areas).
Profile 1. Behaves unsafely as thinks horses on the road are an obstacle/nuisance + that they are not legitimate road users and have no right to be on the road - NEEDS EMPATHY
Profile 2. Behaves unsafely as is likely to have little to no knowledge of how to act around a horse (no stock sense) as they're not rural + no idea of how fast a horse can react - NEEDS EDUCATION
Profile 3. Understands that an equine road user is a vulnerable road user but is unsure about what the correct behaviour is + might not see an encounter with a horse as particularly risky as they believe the human has a high degree of control over the animal - NEEDS CLARIFICATION
The Campaign
This campaign will show situations from a horse's perspective so that motorists understand how a horse thinks and how it could react, to realise why certain behaviour is not safe. Horses are at all times subject to their instincts and even the calmest, most well-trained horse can become irrational if spooked. I want motorists to learn this and gain compassion for horse on the road.
The campaign needs to deliver fast-consumable pieces of information that are extended across multiple platforms to re-inforce the key messages and create greater social impact. Nearly 90% of New Zealanders aged 15+ use social media. Social media is the digital word of mouth, it is far-reaching, popular and interactive, and can therefore be used to re-invest young adults in road safety. The challenge is to hide a serious safety message inside content the audience want to engage with.
Proposed Mediums
Social Media: Facebook, Twitter, Instagram (Animated gif comic strips, illustrations, hashtag, game, online community)
Education: Website, Booklet (Addition to Road Code)
Road: Billboards
Street: Posters, Wall Murals
Car: Keychains, Bumper Stickers
Objectives
1. Educate motorists to: slow down to 20km/h, pass on the opposite side of the road, not sound the horn, rev the engine, throw things at the horse, flick up gravel etc, obey rider signals, stop if the horse appears spooked/out of control.
2. Reduce ignorance and increase empathy in young motorists from semi-rural communities.
3. Gain the support of stakeholders (such as the NZTA and NZ Police) and NZ horse communities and be a part of NZ's 'Vulnerable Road User Month'.