FINAL YEAR UNIVERSITY - CONTEMPORARY ADVERTISING by Caitlin anderson

CAITLIN ANDERSON 200931859

CONTEMPORARY ADVERTISING

THE BRIEF

To make TEENAGE DRIVERS more aware of EQUINE ROAD SAFETY

RESEARCH

- Breaking it down

Figure 1

INITIAL BRAINSTORM

TEENAGERS WHAT ARE THEY? Oxford dictionary definition: ‘A person aged between 13 and 19 years.’ (Oxford Dictionary) Urban dictionary definitions: ‘People who are treated like children but expected to act like adults.’ (Urban Dictionary) ‘One who is better prepared for the zombie apocalypse but not tomorrow’s math test’ (Urban Dictionary) ‘A funny age, where you’re not quite a child - not quite an adult.’(Urban Dictionary) ‘Human beings who are unsure whether they are adolescents or adults.’ (Urban Dictionary)

HOW CAN YOU COMMUNICATE WITH A TEENAGER? - Have fun with the conversation - Common interests - Constructive criticism - Celebrate achievements - Be reasonable (Better health, 2018)

HOW NOT TO COMMUNICATE WITH A TEENAGER... - Generating negative communication - Telling them off - Criticising - Nag - Blaming them - Don’t assume (Better health, 2018)

NARROWING THE TARGET MARKET DOWN TO MALE TEENAGER DRIVERS Why? - Teen males are aggressive with their movements and decisions (Surinak, A. (2018). - Teenage male’s are risk seeking and extraverted (Verial, D. 2015). - Young male drivers are involved in many more crashes than young female drivers. (Brake, 2018). - 2 out of 3 teenagers killed in crashes in 2016 are male (Rmiia, 2016). - ‘Among fatally injured drivers ages 18-19, 25 percent of males and 13 percent of females had BACs at or above 0.08 percent’ (Rmiia, 2016), showing that males are more daring than females.

TEENAGE CHARACTERISTICS (MALE)

TEENAGE DRIVERS (MALE) THE FACTS

“Young drivers (17-24 years old) are at a much higher risk of crashing than older drivers. Drivers aged 17-19 only make up 1.5% of UK licence holders, but are involved in 9% of fatal and serious crashes where they are the driver” (Brake, 2018) Data on British drivers shows that: • Drivers aged 16-19 are a third more likely to die in a crash than drivers aged 40-49. • One in four 18-24 year olds (23%) crash within two years of passing their driving test. • Young male drivers are involved in many more crashes than young female drivers. (Brake, 2018). Summer holidays from school and University key times for teen driving - ‘In 2016, teenage crash deaths occurred most often in June and May; July, August, October and November also saw elevated crash deaths among teens’ (Rmiia, 2016). Weekends are the most deadly - 53% of motor vehicle crash deaths amongst teenagers occurred on a Friday, Saturday or Sunday (Rmiia, 2016), showing that the weekend is a big talking point for road safety as that is when they are not at school or university/work and are out with friends. Distractions from friends when driving: ‘55 percent of the deaths of teenage passengers in passenger vehicles occurred in vehicles driven by another teenager.’ (Rmiia, 2016) showing that friends are major distraction for teens when driving. ‘Children entering their teens to want to spend more time with their friends than with their families.’ (Verial, D. 2015).

OVER-CONFIDENCE

CARRYING PASSENGERS

‘Young people quickly pick up the physical skills of driving and, as a result, feel they have mastered it and are often over-confident about their driving ability. However, while the practical skills of driving can be mastered quickly, some (less obvious) skills such as hazard perception require more experience [6]. This means young drivers may think they are in control when they are actually driving unsafely [7], and become more likely to take risks as they believe their skills are improving [8]. Research has found that young drivers who show overconfidence in self-assessment of their skills are more likely to crash in their first two years of driving than those who are insecure about their driving skills’ (Brake 2018).

UNSAFE VEHICLES

SPEEDING

‘Studies have found that young drivers involved in crashes tend to be driving older vehicles. Young drivers often drive older, potentially unsafe vehicles as these are cheaper. This is risky because older vehicles are less safe: they have less advanced crash protection, so crashes involving older vehicles are more likely to be fatal.’ (Brake, 2018).

Data on British drivers shows that: • Drivers aged 16-19 are a third more likely to die in a crash than drivers aged 40-49. • One in four 18-24 year olds (23%) crash within two years of passing their driving test. • Young male drivers are involved in many more crashes than young female drivers. (Brake, 2018).

VISUALS: TEENAGE CHARACTERISTICS (MALE)

VISUALS: TEENAGE DRIVERS (MALE)

NEW DRINKERS LAD PERSONALITY

SPEEDING

TRYING TO IMPRESS

INEXPERIENCED

IMPRESSING FRIENDS

AGGRESSIVE

SPORT

ROMANCE

EMOTIONAL

CHEAP CAR

PEER PRESSURE

DRINK DRIVING

LEARNING NEW THINGS Figure 2, 3, 4, 5, 6, 7, & 8

Figure 9, 10, 11, 12, 13, 14 & 15

HORSE CHARACTERISTICS

EQUINE ROAD SAFETY WHAT IS IT? ‘Horse riders have a right to use the road, and both riders and motorists are responsible for each other’s safety.’ (RoSPA, 2017) Equine road safety is all about being aware of horse on the road and knowing how to drive safely with them around.

THE FACTS According to the BHS, which also oversees one of two of the riding and road safety courses here in Ireland, in the five years from 2010 to 2015 there were 2,000 reported road incidents in the UK involving horses. Of these, 36 caused rider deaths, and 181 resulted in a horse dying from their injuries or being put to sleep (English, S. 2017). In the majority of accidents, the horses were hit from behind.

MOTORIST

RIDER

As a motorist you should: • look out for horses being led or ridden on the road • at left hand bends and on narrow country roads – take extra care and keep your speed down • when you see a horse rider on the road – slow down • when behind a horse rider – give them plenty of room and be ready to stop • do not sound your horn or rev your engine – horses are powerful but vulnerable animals easily scared by noise and may panic around fast moving vehicles • when overtaking pass wide and slow • horse riders are often children – so take extra care • watch out for horse riders’ signals and be ready for a request to slow down or stop • “wide and slow”

Road Position Riders should ride on the left hand side of the road near the kerb, never riding more than two abreast.

(Gov, 2018)

Additional Signals Additional signals may sometimes be required, particularly if the rider is experiencing a problem with a horse. Holding out the right arm and slowly waving it up and down indicates to an approaching driver to slow down, whilst holding the arm out with fingers pointing up showing the palm of the hand to the car driver indicates that the rider requires the driver to stop. Courtesy Mutual courtesy and care between motorists and riders is important to prevent intolerance and improve safety. A horse rider should acknowledge a courtesy. However, a wave or acknowledgement is not always possible as two hands are often needed to keep control of the horse. Motorists and horse riders both have a right to use the road. They also share a responsibility to consider each others needs (Gov, 2018)

VISUALS: HORSE CHARACTERISTICS

VISUALS: EQUINE ROAD SAFETY HORSE ROAD SIGN

RIDERS SIGNALS HARD TO CONTROL VISION EQUINE ROAD SAFETY FACTS

WIND OF THERE OWN

SPEED - FLIGHT ANIMAL

HIGH VIS CLOTHING

PASS WIDE AND SLOW

UNPREDICTABLE

STRONG BACK END SHARE THE ROAD

Figure 16, 17, 18, 19, 20 & 21

Figure 22, 23, 24, 25, 26 & 27

LINKING TEENAGE & HORSE CHARACTERISTICS

LINKING EQUINE ROAD SAFETY & TEENAGE DRIVERS

PRIMARY RESEARCH FROM THE SOURCE TEENAGERS

PRIMARY RESEARCH FROM THE SOURCE THE RIDERS

HOW DO TEENAGERS FEEL ABOUT EQUINE ROAD SAFETY?

HOW DO RIDERS FEEL ABOUT MALE TEEN DRIVERS?

With a member of my family being a male teenage driver (who has made it very clear in the past there thoughts on equines on the road) I was able to gather research to gauge how male teens feel about equine road safety first hand.

Being a rider myself I was able to talk to my a fellow rider about hacking out and her thoughts on teenage drivers on the road in relation to equine road safety.

KEY WORD: IMPATIENT

KEY WORD: RESPECT

TEENAGE DRIVERS IN THE PRESS

Figure 28, 29, 30 & 31

EQUINE ROAD SAFETY IN THE PRESS

Figure 32, 33, 34 & 35

EXISTING ROAD SAFETY CAMPAIGNS

Figure 36, 37, 38, 39, 40, 41, 42, 43, 44, 45

EXISTING EQUINE ROAD SAFETY CAMPAIGNS

Figure 46, 47, 48, 49, 50, 51, 52, 53, 54

WHERE IS BEST TO ADVERTISE TO REACH MY CONSUMER?

TYPOGRAPHY THAT SURROUNDS TEENAGERS EXPERIMENTING WITH TYPOGRAPHY

1. 2.

*SAFETY* SAFETY *SAFETY* SAFETY SAFETY SAFETY SAFETY SAFETY SAFETY SAFETY SAFETY SAFETY SAFETY

BILLBOARDS - Side of the road - Near by schools & Universities - On vehicles

ON SOCIAL MEDIA (INSTAGRAM IN PARTICULAR) ‘More than 150,000 younger teenagers are spending over eight hours a day’ (Hymas, C. Dodds, L. 2018) on social media during the weekends, and spend up to four hours per day during the week (Hymas, C. Dodds, L. 2018). These statistics show just how influential advertising on social media would be, with Instagram being ranked the best for usage & engagement ( DeMers, J. 2017).

WEBSITE BANNERS - Car selling websites as a huge proportion will be buying or browsing for their first car. Figure 54, 55, 56, 57, 58, 59, 60, 61, 62

KEY POINTS MADE AFTER LOOKING AT DIFFERENT TEXT SURROUNDING TEENAGERS THROUGH FILMS, GAMES AND YOUTUBE CHANNELS. 1. CAPITALS 2. WHITE TEXT ON DARK BACKGROUND 3. RED TO SYMBOLISE IMPORTANT/KEY INFORMATION 4. BOLD THICK FONT

INITIAL IDEAS

IDEAS/STRATEGY DEVELOPMENT

MAIN THEMES OFFENSIVE HAND SIGNALS

KNOWLEDGEABLE & POINTING OUT THE FACTS

SEXUAL BASED THEMES

TOPIC:

Being knowledgeable, pointing out the facts.

RATIONAL:

When looking at a range of different campaigns for equine road safety one aspect that was very prominent is that they are very knowledgeable for the viewer. If you do read all the text on the campaigns you learn a lot. My aim in this topic is to provide knowledge for the teenage driver but keep it simple as they will not pay attention to a lot of text and will not remember things that are visually overwhelming. As defined in the Urban Dictionary teenagers are ‘one who is better prepared for the zombie apocalypse but not tomorrow’s math test’ (urban Dictionary). A key part of the ads will be the use of ARROWS to symbolise wide and slow.

CREATING HUMOUR

SLOW DOWN ADVERTS

SEE

PONY?

Font: Ariel Black & Andale Mono - Developed the initial idea further by adding arrows to these concepts symbolising slowing down. This was then developed more by adding the red dripping down like blood. - The colour red was used to symbolise there will be consequences if you do not slow down. - White text to stand out from the black background, referred back to the typography that surrounds teenagers research.

DRIVE

SLOWLY

230 39

horses have DIED

riders have been KILLED

2,900

DONâ&#x20AC;&#x2122;T BE A LAD

road INCIDENTS

PASS WIDE ADVERTS

PASS WIDE Font: Ariel Black & Andale Mono - Developed from initial ideas, with the use of arrows to represent passing wide. - The O in or was made into a arrow developing that idea further adapting text. - Use of red against white and black so show importance, with the added red dripping to symbolise blood. The same concept as slow on the previous page.

R COLLIDE

230 39

horses have DIED

PASS riders have been KILLED

2,900

road INCIDENTS

Figure 63

WIDE

HAND SIGNAL SERIES

TOPIC:

Offensive hand signals

RATIONAL:

Riders use hand signals as a key way to communicate with the driver of a car. A key part of equine road safety is that the driver needs to ‘watch out for horse riders’ signals and be ready for a request to slow down or stop’ (Gov, 2018). Communicating with the teenage boy using the idea of offensive hand signals will create humour and irony as they have bad language, it is a memorable way to communicate making them more likely to pay attention to hand signals next time they pass a horse. A key part of the ads will be the text ‘Read the Riders Signals’.

Font: Ariel Black & Andale Mono - Developed from initial ideas, original offensive hand signals developed further filled in red with blood dripping down. - Using the theory that it is a humours campaign to connect with the teenage demographic but the use of blood and symbolism to bring a serious aspect to the advertisement.

READ THE RIDERS SIGNALS.

YOU CAN’T TAP THIS

TOPIC:

Sexual based themes

Equineroadsafety

CAN’T TAP

RATIONAL:

THIS.

Teenage boys are known to be very immature, they are just starting to get into relationships and are obsessed with sex and flirting. Sexual references is a good way to connect with the consumer through communication as it is something that they are currently very aware of and find funny/appealing.

CAN’T TAP

CAN’T TAP THIS

THIS.

CAN’T TAP THIS

Font: Ariel Black

A key part of the ad will be using sexual language to communicate to the male teenager.

- Developed from initial idea, original can’t tap this ad developed further into a Instagram ad. - If you double tap the image to like it the horse’s bum explodes, representing the consequence of tapping (hitting) a horse when driving. Figure 64 & 65 Double Tap the Instagram ad to see the consequences

ROLE REVERSAL

TOPIC:

Creating humour

Equineroadsafety

Results: 230 horses have DIED

RATIONAL:

The best way to communicate with a male teenager is with humour. Research conducted on ways not to communicate with teenagers it was established that you should not: - Generating negative communication - Tell them off - Criticise - Nag (Better health, 2018)

39 riders have been KILLED 2,900 road INCIDENTS

HIT THE PEOPLE TO WIN

Font: Ariel Black & Andale Mono - Developed from initial idea of a horse driving a car and further developed it into an interactive Instagram game. - Concept of a role swap with the horse driving the car with the aim of hitting down as many people as possible. - Results at the end of the game show horse road accident statistics to bring reality home to the teenager of the severity of the situation.

You should have fun with the conversation and that is the aim in this topic. A key part of the ad will be creating a humerus scenario. Figure 66 & 67

Figure 63

Using a blend of knowledge, humour & emotional impact to create a well-rounded equine road safety campaign that communicates efficiently to the male teenager.

SOLUTION:

Equine road safety campaigns are already very informative, but lack the humour and simplicity that teenagers need in order for them to with hold the information.

RATIONAL:

Equine road safety is based around three key elements: 1. Passing wide 2. Passing slowly 3. Reading and following the riders signals

SOLUTION Use symbolic arrows, knowledge and humour based around the three key elements of equine road safety to take the viewer on a informative journey.

CONCEPT:

Apply an aspect of emotional impact to the advertisements to make the viewer consider the consequences.

Colour Scheme:

Font: Ariel Black & Andale Mono

PASS WIDE R

SERIES OF POSTER DESIGNS

COLLIDE

230 39

riders have been KILLED

2,900

A series of posters each based on one of the main aspects of Equine road safety. 1. Pass Wide 2. Pass Slowly 3. Read the riders hand signals The aim was to make them knowledgeable but straight to the point and simple.

horses have DIED

READ THE RIDERS SIGNALS.

road INCIDENTS

PASS

WIDE

PASS

DIGITAL BILLBOARD ADVERTISEMENT Digital billboard advertising would be placed in areas where teenagers spend a lot of there time, such as on or near 6th forms, colleges and University campusâ&#x20AC;&#x2122;s. Key times of the day would be in the morning (8-10AM) as they arrive and in the evenings (4-6PM) when they leave for the day. Outside of these times the digital billboards would be turned off to not expose people to the emotional impact that do not need to be. Ensuring that the digital billboards are only displayed in the areas that 6th forms, colleges and Universities are present is a key element as it would be inappropriate to place the billboards in a location targeting anyone younger. 1. Initial image of horse with pass wide arrows 2. Zooms into the horses bum like a car would approaching the horse 3. Sound of a crash 4. Billboard changes to a full-screen of a dead horse on the side of a road

Figure 69 Figure 68 & 69

WIDE

230 39 2,900

ONLINE BANNER ADVERTISEMENTS

horses have riders have been road

DIED KILLED INCIDENTS

230

Online Banner advertisements would be placed strategically on car selling websites for teenage drivers who are purchasing there first car to make them aware from the first stage of driving about equine road safety. They would be provoking and knowledgeable advertisements showing statistics for equine road incidents; this provides the teenage driver with facts they did not know and informs them of the need to be safe when they next pass a horse on the road.

1. Factual advertisements with more text than normal due to the viewer having more time to spend reading when they are browsing a website.

horses have DIED

riders have been KILLED

2,900 Figure 70

road INCIDENTS

READ THE RIDERS SIGNALS. BILLBOARD ADVERTISEMENT The billboard advertisement would be placed on transport/delivery vans driving around the UK, this allows for maximum exposure within cities, the countryside and on motorways. - 3D billboard advertisement with blood dripping off the billboard to enhance the emotional impact.

BRITISH HORSE SOCIETY

Figure 71

Equineroadsafety

SOCIAL MEDIA ADVERTISEMENT

Equineroadsafety

CAN’T TAP

The Social media advertisement would be placed strategically on Instagram as this is the most used social platform by teenagers with it ‘being ranked the best for usage & engagement’ ( DeMers, J. 2017). Weekends would be key time for the advertisement to be scheduled, with teenagers spending up to 8 hours on social media during there weekends making it the best time to target them. It is also when they are most frequently out driving their car during the day time.

Equineroadsafety

CAN’T TAP

THIS.

Double tap or like the advertising campaign image to see the consequences unfold: 1. Tap/like 2. Explodes 3. Image of real horse dead on road

CAN’T TAP THIS

Figure 72 & 73

CAN’T TAP THIS

Figure 74

PROJECT REFLECTION Reflecting on the project as a whole coming from a Fashion Marketing course it has been an amazing module to have taken to really learn how advertising works and develop my idea generation, which has always been something that I have struggled with in my other modules. One main thing from this project that surprised me was the connections that I found when looking at teenage drivers and equine road safety, the comparisons that I made in the research section made me realise that you really can find links in everything that you do and that is what advertising is all about. With my solution I believe what worked well was the use of colour and font, I developed and got to the outcomes in this area from looking at previous equine road safety campaigns and developing this further by looking at typography that the teenage demographic sees on a daily basis such as action movies and games. It was really interesting to see the connections between the two research areas and link them together to form my typography and colour scheme that will be as effective as possible for connecting with the teenage driver but not missing the concept of an equine road safety campaign. I was also able to develop from the research conducted on existing equine road safety campaigns the idea that they are very informative but translate this into something that would be retained by the teenager by making it slightly humours with an aspect of emotional impact, which I think will work well with the demographic. If I was to do this project again, I would have looked at including more interactive campaigns in my solution as I feel that this is a really good way to connect with the teenager along with developing a concept that was perhaps more risky and cutting edge to create a bigger element of shock and emotional impact. Considering how my solution could evolve, looking at the use of a video advertisement as an additional way to advertise the campaign would be the next step. This could be a good way to create a more cutting-edge campaign with that bigger emotional impact through the use of sound and real life scenarios. Looking into my next semester at University I plan to use the skills I have learnt in this module such as idea generation, connecting topics together and creating an overall advertising campaign from initial research and ideas to a solution to really help me in my Fashion Marketing major project module. In this Fashion Marketing module I will be creating an integrated marketing campaign, so these transferable skills will be incredibly beneficial.

THE END

Reference list: AA, 2017. Safety sharing the roads with horses. https://www.theaa.com/driving-advice/safety/ horses-on-the-road BetterHealth, 2018. Teenagers and communication. https://www.betterhealth.vic.gov.au/health/ healthyliving/teenagers-and-communication

Figure 4: Haig, T. 2014. Teenager driving. http://www.rcinet.ca/en/2014/07/10/survey-showsalarming-trend-in-teen-age-driving/ Figure 5: Mozes, A. 2017. 3 teens drinking. http://www.rcinet.ca/en/2014/07/10/survey-showsalarming-trend-in-teen-age-driving/

Reference list: AA, 2017. Safety sharing the roads with horses. https://www.theaa.com/driving-advice/safety/ horses-on-the-road

Figure 6: Mobbs, C. 2016. Boy studying. https://expatchild.com/home-education-gcse/

BetterHealth, 2018. Teenagers and communication. https://www.betterhealth.vic.gov.au/health/ healthyliving/teenagers-and-communication

Brake, 2018. Young drivers. http://www.brake.org.uk/slower-speeds-save-lives/15-facts-a-resources/facts/488-young-drivers-the-hard-facts

Figure 7: Secure Teen, 2013. Emotional boy. https://www.secureteen.com/parenting-style/nurturing-the-emotional-side-of-teenage-boys/

Brake, 2018. Young drivers. http://www.brake.org.uk/slower-speeds-save-lives/15-facts-a-resources/facts/488-young-drivers-the-hard-facts

Figure 7: Secure Teen, 2013. Emotional boy. https://www.secureteen.com/parenting-style/nurturing-the-emotional-side-of-teenage-boys/

DeMers, J. Why Instagram Is The Top Social Platform For Engagement (And How To Use It). https://www.forbes.com/sites/jaysondemers/2017/03/28/why-instagram-is-the-top-social-platform-for-engagement-and-how-to-use-it/#1f7e21dc36bd

Figure 8: Secure Teen, 2013. Peer Pressure. https://www.secureteen.com/parenting-style/nurturing-the-emotional-side-of-teenage-boys/

English, S. 2017. Caution horse. https://www.independent.ie/business/farming/rural-life/cautionhorses-how-to-improve-safety-on-the-road-35409651.html Gov, 2018. Horse road safety. https://www.nidirect.gov.uk/articles/horse-safety-road Hymas, C. Dodds, L. Thosands of teenagers spending more than 8 hours online. https://www. telegraph.co.uk/news/2018/07/12/thousands-teenagers-spending-eight-hours-day-online-weekends/ Oxford Dictionary. Teenager definition. https://en.oxforddictionaries.com/definition/teenager Rmiia, 2016. Teen driving statistics. http://www.rmiia.org/auto/teens/Teen_Driving_Statistics.asp RoSPA, 2017. Horse rider safety. https://www.rospa.com/road-safety/advice/horse-riders/ Surinak, A. 2018. Boys vs girls: which are better drivers? https://www.trustedchoice.com/insurance-articles/wheels-wings-motors/boys-vs-girls-better-drivers/ Urban Dictionary. Teenager definitions. https://www.urbandictionary.com/define.php?term=Teenagers Verial, D. 2015. Personality characteristics in teenagers. https://www.livestrong.com/article/1001615-personality-characteristics-teenagers/ Image Referencing: Figure 1: VectorStock. Road. https://www.vectorstock.com/royalty-free-vector/winding-road-vector-3429290 Figure 2: Rmiia, 2016. Teen driving causes. http://www.rmiia.org/auto/teens/Teen_Driving_Statistics.asp Figure 2: Longstreet, C. Teenage relationship. https://www.quora.com/What-is-the-average-duration-of-a-teenage-relationship Figure 3: Foy, C. 2008. Boy playing football. https://www.dailymail.co.uk/sport/rugbyunion/article-1067960/Oh-boy-Here-comes-Farrell-MkII-teen-prepares-rugby-debut.html

Figure 9: Cross, G. 2018. Friends in car. https://www.theatlantic.com/family/archive/2018/05/ teen-car-culture/561290/ Figure 10: Naoki, M. 2018. Drink driving. https://carfromjapan.com/article/driving-tips/ drunk-driving-facts-consequences-drinking-driving/ Figure 11: abpclub, 2014. Overconfident drivers. http://www.abpclub.co.uk/bodyshop-news. php?story=Young-drivers-are-overconfident-and-inexperienced-say-IAM-113519 Figure 12: Findalgo, R. 2018. Aggressive driving. https://www.autocasion.com/actualidad/reportajes/cuanto-dinero-te-puede-costar-conducir-estresado Figure 13: Guinness, P. 2017. First car. https://classics.honestjohn.co.uk/insurance/articles/top10-1980s-retro-classic-cars-for-first-time-and-younger-buyers-with-cheap-insurance/ Figure 14: Burroughs, D. 2017. Speeding. https://www.stuff.co.nz/motoring/93223213/teenagerestricted-driver-had-passengers-in-car-while-speeding-at-160kmh Figure 15: WGNS radio, 2014. Cation teen drivers. https://www.wgnsradio.com/rcso-offers-classes-for-inexperienced-teen-drivers-cms-22219 Figure 16: Deposit photos, 2018. Rearing horse. https://depositphotos.com/stock-photos/rearing-horse.html Figure 17: Symbiosis, 2018. Senses of a horse. http://www.symbiosis.cat/the-horses-visual-field/ Figure 18: Maine n tail, 2018. High spirited horse. https://manentailequine.com/author/ georgewacker/page/10/ Figure 29: Tv tropes, 2018. Unpredictable horse. https://tvtropes.org/pmwiki/pmwiki.php/Main/ HorsingAround Figure 20: The horse, 2018. kicking horse. https://thehorse.com/136518/scientists-study-howhard-horses-kick/ Figure 21: Youtube, 2016. Fast horse. https://www.youtube.com/watch?v=ePQvLxCARd8 Figure 22: All Time Equestrian, 2015. Road safety. http://www.alltimeequestrian.co.uk/road-safety-the-main-rules/

Figure 6: Mobbs, C. 2016. Boy studying. https://expatchild.com/home-education-gcse/

Figure 23: Horse and Hound, 2018. Horse road sign. https://www.horseandhound.co.uk/news/ countryfile-riding-road-safety-feature-sparks-debate-605582

Figure 40: Essex Police. Reaction time campaign. https://www.essex.police.uk/getmedia/4bfa7e27-095e-47fb-84ab-63e1715be15f/Cricket-image.jpg?width=400&ext=.jpg

Figure 58: Reynolds, E. 2018. It consumed by life (video games). https://www.theguardian.com/ games/2018/jun/18/truth-gaming-addiction-world-health-organization-disorder-games

Figure 24: HRSA, 2018. Riders signals. https://www.hrsa.org.uk

Figure 41: Mumbrella. Motorcyclist campaign. https://mumbrella.com.au/wp-content/uploads/2013/02/Screen-Shot-2013-02-11-at-4.00.35-PM-468x179.png

Figure 59: Amazon. Guardians of the Galaxy. https://images-na.ssl-images-amazon.com/images/I/A11Agdd1EQL._SY679_.jpg

Figure 26: Horse and rider Safety. Pass wide and slow sign. https://louth2lochness.horseandridersafety.uk

Figure 42: Stennik. Speed dating campaign. http://stennik.com/wordpress/wp-content/uploads/2015/09/fmg-posters.jpg Figure 43: Vist Croydon. Share the road campaign. http://viscom.croydon.ac.uk/blog/wp-content/uploads/2014/09/94a23eb00e3df9b5a4da942b4ac6f827.jpg

Figure 60: Amazon. Avengers. https://images-na.ssl-images-amazon.com/images/I/A1t8xCe9jwL._SY679_.jpg Figure 61: Sanity. London has Fallen. https://www.sanity.com.au/media/fullimage/307606/ SDC_2310698_2016-18-5--00-15-39.jpg

Figure 27: Saltburn and district. Facts about horse road safety. http://www.saltburndistrictbridleways.co.uk/dead-or-dead-slow/

Figure 44: Gov. Speed down campaign. https://www.ddfire.gov.uk/sites/default/files/styles/header/public/images/news/SpeedDown_themepage.png?itok=L2WZqJnK

Figure 62: Amazon. Fast & Furious 7. https://images-na.ssl-images-amazon.com/images/I/51fgOfptwHL.jpg

Figure 28: Logan, B. 2016. Cara have gotten safer headline. http://uk.businessinsider.com/ teen-drivers-are-dangerous-2016-3

Figure 45: BBC. Drive to survive campaign. http://www.bbc.co.uk/staticarchive/ c947f084a43be6aa6ba1dfb3903bd78dadebdfcb.jpg

Figure 63: Business2community. Horse bum template. https://cdn.business2community.com/ wp-content/uploads/2011/12/turn-around-management-is-vital.gif

Figure 29: Tran, M. 2015. RAC highlights headline. https://www.theguardian.com/uk-news/2015/ may/14/rac-highlights-teenage-driver-death-toll

Figure 46: GMP police. Pass wide campaign. http://www.gmp.police.uk/live/ImageBank.nsf/0/93DB8615724D8B6180257FBF004F2248/$File/GMP%20Horsebox.jpg?OpenElement

Figure 64: Refinery29, 2018. iphone template. https://www.refinery29.com/enus/2016/11/128018/new-instagram-shopping-posts

Figure 30: Thomas, C. 2015. Being driven by teenage drivers’ headline. https://www.express. co.uk/life-style/cars/577217/234-teenage-passengers-die-crashes-driven-teen-drivers

Figure 47: The British horse society. Dead? Or dead slow? Campaign. http://farm5.staticflickr. com/4524/37763122394_349bd6c739_b.jpg

Figure 65: Business2community. Horse bum template. https://cdn.business2community.com/ wp-content/uploads/2011/12/turn-around-management-is-vital.gif

Figure 31: Agerholm, H. 2018. Leeds car crash headline. https://www.independent.co.uk/news/ uk/crime/leeds-car-crash-latest-updates-teenager-steal-vehicle-fatal-accident-adults-childrenkilled-a8179441.html

Figure 48: Humberside Police. Share the road campaign. https://www.humberside.police.uk/ sites/default/files/share%20the%20road%20poster%20key%20points%20white%20backrgound. jpg

Figure 66: Refinery29, 2018. iphone template. https://www.refinery29.com/enus/2016/11/128018/new-instagram-shopping-posts

Figure 32: Turner, R. 2017. 38 riders and 22 horses killed headline. https://www.horseandhound. co.uk/news/38-riders-222-horses-killed-britains-roads-bbc-breakfast-highlights-shocking-statistics-617143

Figure 49: Mantoba horse counsel. Hand signals campaign. https://manitobahorsecouncil.ca/ Downloads/Recreation/hand_signals_sm.jpg

Figure 25: Horse aware house. Share the road sign. https://www.horsesawarehouse.org.au/ horse-riding/horse-road-safety/

Figure 33: BBC, 2017. Road campaign to cut number of horses and riders killed headline. https:// www.bbc.co.uk/news/uk-wales-39991077 Figure 34: Finnigan, L. 2016. Horses increasingly killed headline. https://www.telegraph.co.uk/ news/12203692/Horse-riders-increasingly-killed-and-hit-by-cars-because-bridleways-lost-to-developers.html Figure 35: BBC, 2018. Two people and a horse die headline. https://www.bbc.co.uk/news/ukengland-beds-bucks-herts-45724813 Figure 36: Mayor watch. Don’t let your friendship die campaign. https://i2.wp.com/mayorwatch. co.uk/wp-content/uploads/2011/03/2011_road_safety.jpg?resize=240%2C360

Figure 50: The British horse society. Your choice campaign. https://pbs.twimg.com/media/ Cvh3u3LWAAAKxST.jpg Figure 51: Parish council. Slow down campaign. http://www.applebymagnaparishcouncil.co.uk/ uploads/1/8/5/9/18595058/16620_orig.jpg Figure 52: Michael bower equine law. Always pass wide and slow campaign. https://www. michaelbowerequinelaw.co.uk/wp-content/uploads/2017/08/Always-Pass-Wide-Slow-HRSA.png Figure 53: Horse Awareness. Think campaign. http://www.horseawareness.co.uk/images/a4%20 copy.jpg Figure 54: PBS. Road accidents report. https://pbs.twimg.com/media/Cei3DWVWAAATODW.jpg

Figure 37: KCC media. Don’t lose your voice campaign. https://kccmediahub.net/wp-content/uploads/2014/06/road-safety-young-drivers-campaign.jpg

Figure 55: Talk Nerdy with us. Nightfall video game. https://talknerdywithus.com/wp-content/uploads/2017/12/knightfallsrivals.jpg

Figure 38: newsapi. Slow down campaign. https://cdn.newsapi.com.au/image/v1/78be47b3dfb86d109f1ddb20721bea97

Figure 56: VGN. Death by Daylight game. https://www.vgn.it/wp-content/uploads/2016/03/ deadbydaylight_news-2016-03-03.jpg

Figure 39: Gov. Keep safe keep it covered campaign. https://www.warwickshire.gov.uk/wp-content/uploads/2016/09/justdrivebanner.png

Figure 57: Target. Cards Against Humanity. https://target.scene7.com/is/image/Target/ GUEST_32adde57-0a1b-40a0-bc33-1431fb6e7ffa?wid=488&hei=488&fmt=pjpeg

Figure 67: Apple. Horse driving a car on the road. https://is4-ssl.mzstatic.com/image/thumb/Purple1/v4/b1/8f/62/b18f62e7-0ae3-60b0-8699-2a4f207dc4a9/pr_source.jpg/750x750bb.jpeg Figure 68: Business2community. Horse bum template. https://cdn.business2community.com/ wp-content/uploads/2011/12/turn-around-management-is-vital.gif Figure 69: Eatock. Leeds billboard near univeristy and college areas. http://eatock.com/projects/ big-brother-4/ Figure 70: Epimg. Horse dead on side of road. https://ep00.epimg.net/politica/imagenes/2014/02/08/actualidad/1391884137_668312_1391884793_noticia_normal.jpg Figure 71: AutoTrader, 2018. Screenshot of car search. https://www.autotrader.co.uk/ car-search?advertising-location=at_cars&search-target=usedcars&is-quick-search=true&radius=&make=&price-search-type=total-price&price-from=&price-to=&postcode=ng27uy Figure 72: thehorstrich, 2018. Van with billboard. http://thehorstrich.com/wp-content/uploads/2014/09/van-hstch-1.jpg Figure 73: Refinery29, 2018. iphone template. https://www.refinery29.com/enus/2016/11/128018/new-instagram-shopping-posts Figure 74: Business2community. Horse bum template. https://cdn.business2community.com/ wp-content/uploads/2011/12/turn-around-management-is-vital.gif Figure 75: Epimg. Horse dead on side of road. https://ep00.epimg.net/politica/imagenes/2014/02/08/actualidad/1391884137_668312_1391884793_noticia_normal.jpg