Scottish Government

In Town, Slow Down

Less big lectures, more wee chats

As part of Scottish Government’s work to get people to slow down in town, we had to look at our audience. Research showed the 22 to 40 year old, male, risk-taking drivers don’t want to engage with the government about their driving. So, we needed to get our messages out to them in a more engaging and timely way. So, instead of lecturing from a distance, we proposed direct interventions.


We created a cute, chatty, Twitter bot (@RoadbotScot) with bags of banter that was programmed to automatically respond to keywords and hashtags from drivers.

The Gate
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495 tweets sent in response to our targeted keywords/hashtags over 24 days

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Positive reaction to and direct engagement with RoadbotScot from those who responded

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