Fail to Look Campaign

The West Yorkshire Combined Authority has appointed an agency to produce a multi-media behaviour change campaign. The campaign is aimed at young male drivers in West Yorkshire, aged 17 to 24. The campaign will look to raise awareness, and decrease instances, of fail to look incidents.

In accordance with the Department for Transport's guidance, we are defining 'Failed to look properly' as: "A driver/rider either failed to look where they were going or they looked, but misinterpreted what they saw (looked but did not see). Code may be used where driver/rider was not paying attention to the road ahead." Failure to look is the most frequently occurring contributory factor in collisions caused by careless driving.

With careless driving being one of the Fatal 5. The campaign will include West Yorkshire Vision Zero branding. West Yorkshire Vision Zero is the regions road safety partnership. We will be looking for:

• Creation and testing of campaign designs/assets
• Final campaign design/assets producing. Provided as both finished and editable files.
• Frequent update meetings as the project progresses
• A recommended and costed plan for an out of home campaign and use of social media influencers (budget to be discussed) as well as a plan to evaluate the activity.