A social media campaign specifically targeting young male drivers to raise awareness about traffic management (TM) incursions has been launched by top suppliers.
The campaign is sponsored by Breedon Group in collaboration with Will Lenney, known as WillNE on Instagram, a YouTuber with a strong 'lad' appeal.
WillNE has over five million subscribers on YouTube and one million followers on Instagram and TikTok and reached out to his followers with a funny video advising against the 'moron behaviour' of ignoring road signs.
The campaign, which is running across social media, also involves adverts and other messaging and has already engaged with hundreds of thousands of people.
It was launched through the Incursions Working Group, a sub-group of the Supply Chain Safety Leadership Group, which brings together top companies working with National Highways.
@willisrlygr8 Respect the roadworks my friends, drive safe x #Ad ? original sound - WillNE
The working group said: 'Last year alone, hundreds of incursions occurred in the UK, often driven by impulsive decisions rather than premeditated intent, with research indicating these vehicles are driven by a high proportion of younger male drivers.
'Through humorous yet impactful video content, WillNE will highlight to his followers the dangers of driving through roadworks with a more informal tone than traditional safety campaigns, helping to shift perceptions and foster respect for roadworkers.'
James Haluch, chair of the Incursions Working Group, who helped lead the project alongside the communications company, MHP Group, said: 'We know that the vast majority of drivers are responsible, but a small percentage make impulsive decisions that can have dire consequences.
'With WillNE’s strong engagement on Instagram and TikTok, and powerful partnerships in the automotive space, we believe we can communicate the importance of this message in a way that feels relevant and impactful. Our hope is that WillNE’s engaging style will resonate with the audience we are keen to reach, many of whom admire and follow influencers like him.'
The Supply Chain Safety Leadership Group oversees the development and adoption of health, safety and wellbeing activities, aimed at eliminating fatal risks for road workers and road users.
