Birmingham City Council & So-Mo

Small Grants PlusOther2021

8 Jun

Written By Lynne Dickens

‘Message not received’ Seatbelts - the unseen problem

Amount awarded

£55,000

Completed

2022

Making roads safer for…

Drivers and passengers

Project summary

The pilot, delivered in partnership between Birmingham City Council and SoMo, tested the hypothesis that culturally-tailored and targeted messaging, co-designed with communities, using insights from Behavioural Science can improve seatbelt use in Birmingham's Pakistani and Bangladeshi communities and, in turn, reduce passenger casualty rates.

The campaign was co-designed with young people aged 16-24 from Pakistani and Bangladeshi communities and tested the messaging for saliency, memorability and potential to change behaviour using randomised control trials.

Watch the video above for a summary of the project.

The project was followed up with additional funding, for a second project led by So-Mo.

West Midlands

Spot On Creative is a Northants-based creative team who have the hard-earned skills, expertise and industry knowledge that only come from having worked for years in advertising. It’s all managed by Lynne Dickens who has over 20 years’ experience in marketing communications, and ten years in website design and build, and creative team project management.

Lynne is also a qualified art historian and has some expertise in curating fine art exhibitions and producing all of the catalogues, posters and supporting material to create a successful event.

All the guys in our team have worked for one-man bands, SMEs and large blue-chip multinationals in just about every sector, field and industry. We can come up with great ideas, superb design and copy, and exceptional photography for anything from websites to email campaigns, branding to brochures – and everything in between.

And the beauty of Spot On Creative is that we’re big in creativity, experience and knowledge, but small in overheads and invoices. So we’re a much more sensible and affordable option for you than a larger advertising agency or marketing company.