Copywriting for road safe campaign
“According to the United Nations Motorcycle Helmet Study, Motorcyclists are 26 times more likely to die in a traffic crash than the drivers of passenger cars. Wearing an appropriate helmet improves their chances of survival by 42% and helps avoid 69% of injuries to riders.”
Helmets must be worn by all riders as an indispensable accident. And Helmets play a very important role on the road, so it is one of the elements that must be addressed in a road safe campaign. However, most riders are reluctant to wear a helmet because of their hair style is broken, frustrating, annoying. Instead of raising awareness of them with scary words, we can use interesting copywriting that suggests changing their hairstyle by wearing a bald-shaped helmet, thereby reducing the peculiar small rejection of PSAs.
Headline: You still have LONG hair?
Body copy: The day, when you make the important appointment, are you hesitating to wear a helmet because it would ruin your well-set hair? Why don’t you change your style then? Now, with the new look, you are safe. Don’t you think you have the whole world?
Call to action: Go bald!
Reference : https://riders.drivemag.com/news/helmet-crash-statistics-why-an-open-face-can-be-fatal
Article by Woo Hayoung
It can be more convincing by providing a cooler photo. Hairstyle is very important to people and not everyone willing to make changes, instead of asking people changing their hairstyle, we can teach them how to keep beautiful hair before wearing helmet. Furthermore, some examples can be added in order to make a copy persuasive. Besides, the copy can be more focus on road safety instead of the hair style.
ReplyDeleteEditor: Choong Lerxin