1. Click to edit Subtitle Virtual Fatal Four (VF4) Project Hiren Patel Researcher & Data Analyst MAST Conference 11 th March 2014

2. The Project The project consists of a one hour presentation and simulation car based on the Fatal 4 risk factors The target audience is young male car drivers aged 16-18 however it is delivered to a wider audience

3. The Issue 16-24 year olds comprise only 13% of the local population but account for 33% of all casualties They also comprise 25% of KSI casualties which is the largest age group for such casualties KSI

4. Young Adult Road Users More male casualties than female Large proportion of car driver casualties

5. Lifestyle Classification The lifestyle profile for young adult car driver casualties showed Group E as the highest volume and just above average for risk

6. Lifestyle Summary Group E – Middle income families living in moderate suburban semis Manual and white collar Married Middle age Children Leafy suburbs Affordable housing Family Life Industrious Mainstream Brands

7. Persona Key Characteristics of Target Audience Male Aged 16-19 Learning to drive or recently passed Driving mainly for leisure or college Recreational interest in cars Technologically Savvy Heavy internet users Influenced by peers Social learning Visual and Interactive

8. Feedback on Presentation No. of respondents who felt the video clips were too upsetting to watch properly, had a clear message and made them think about the dangers (n=10) No. of participants who liked a particular video clip based on their top 3 preferences, where 1 = most favourite (n=10)

9. The Result an interactive presentation which contains several short video clips the presentation also contains interviews with the mother of a local victim and offender a crash car simulator which also includes a storyline using young local actors creation of a microsite and ongoing development of a social media presence

10. Story of Michael York https://vimeo.com/76409953

11. Thank You Any Questions?