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.
|
495 tweets sent in response to our targeted keywords/hashtags over 24 days |
|
Positive reaction to and direct engagement with RoadbotScot from those who responded |