Rapping road safety! A ‘Krazy’ first targeting young drivers.
MAC has entered new ground releasing the first rap music track of its kind specifically targeting young drivers. The campaign follows the first phase headlined ‘lose your licence and you’re screwed’.
Rap meets road safety in a tongue-in-cheek track titled‘Lights-Out’, starring a local rapper known on the media streets as Krazy-K,alongside his less eccentric side-kick DJ Got-Bangers. Claiming to be the leader of the Adelaide ‘Wolf Pac’, the over-sized, boxer shorts wearing loser from Paradise, raps about forfeiting his licence for six months after being caught speeding.
Passionately delivered with rap lyrics, rhythmic music and a heavy dose of false bravado, Krazy-K claims that he‘doesn’t need a girl, doesn’t need job and doesn’t need to drive’. However, losing his licence affects his social life, leads to the loss of his job, his mates, and even his girlfriend. Having lost his licence Krazy is house bound and reliant on daily chores, such as grocery shopping, washing and gardening to earn ‘some cash’.
MAC Chief Executive Officer, Jerome Maguire, said, more than 3,900 South Australian drivers aged 16-24 years have lost their licence this year to date. “We want young people to enjoy the freedom and mobility that comes with holding a licence, but they jeopardise this if they don’t respect their licence privileges,” Mr Maguire said.
“The campaign leverages an insight that young drivers are motivated by their growing independence and social status and that their licence delivers both practical and symbolic value. We need young people to think about the consequences of driving dangerously and the impact on their new found freedom, independence and status if they end up losing their licence. Amazingly, young people fear ‘social death’ more than death itself,” Mr Maguire said
On average, over the last five years, drivers aged 16-24 years accounted for approximately 27% of Compulsory Third Party (CTP) insurance claim costs – costing the fund over $100 million annually. People aged 16 to 24 years make up 12% of the population, but account for 26% of all fatalities and serious injuries in South Australia. SA’s fatality rate for 16-19 year olds is almost double that of Victoria and New South Wales.
MAC’s campaign approach has been endorsed by Professor Mary Lydon, Director at the Centre for Automotive Safety Research (CASR) at the University of Adelaide.“This approach may inspire more young adults to encourage their peers and friends to make responsible decisions when taking to the roads,” Professor Lydon said.
“Research suggests that social threats, as opposed to physical threats such as injury or death, a more effective among young people. Likewise, recent evidence suggests positive approaches that evoke humour are highly effective and persuasive in social marketing campaigns. CASR is pleased to see an initiative that speaks to young people when they are at greatest risk and most vulnerable to road trauma," Professor Lydon said.
Dr Peter Steidl, leading marketing consultant, author and neuromarketing expert, who has served as an advisor to the World Health Organization's, said that MAC's approach is right on the mark and is clever, strategic and well executed.
“The biggest barrier to the effectiveness of behaviour change campaigns is a lack of perceived relevance. You show the horrific consequences of a crash and everyone agrees they have a huge, life-changing impact on the lives of victims and those who caused them. But young drivers typically believe it won't happen to them,” Mr Steidl said.
“Goals drive actions, and the goal to protect something you have got and value - such as freedom, peer approval, and an advantage in attracting the opposite sex - is valued more than avoiding something that you don't believe will happen to you anyway.
“This campaign speaks the language of young people, taps into a recognised sub-culture and, most importantly, puts the threat into the context of their everyday life in a credible way they can relate to,” Mr Steidi said.