THE CHALLENGE
E-scooters have become a common sight on British streets—fun, fast, and eco-friendly for short trips. However, for the blind and partially sighted community, these silent machines pose a significant danger. With the government nearing the legalization of private e-scooter use, we urgently needed to raise awareness of the risks and capture the nation’s attention by positioning Guide Dogs at the centre of this conversation as a catalyst for change.
THE STRATEGY
We needed a multi-faceted approach to our content, producing digital and social assets for broadcast and Instagram while also making headlines in the media. Our strategy focused on clearly highlighting the dangers of e-scooters and their impact on pedestrians and the visually impaired. By sharing undeniable facts through our content as part of a broader communications campaign, we aimed to raise awareness, shift public opinion, and apply pressure on policymakers.
THE CREATIVE
Featuring the first-ever crash test of e-scooters in the UK we highlighted their danger potential, creating a compelling headline: “E-scooters can kill when ridden at just 15.5mph.” Next, we visited London’s Victoria Park, one of the busiest areas for e-scooters, and spoke to the public about their experiences with speeding scooters, capturing relatable voices and opinions. The film featured b-roll of numerous e-scooter riders speeding through pedestrian areas, emphasizing the issue’s prevalence. Additionally, we recorded a piece-to-camera with our visually impaired Guide Dogs spokesperson, who shared how this trendy mode of transport affects him while traveling independently, revealing the harsh reality behind these seemingly harmless machines.
THE RESULTS
– 24 broadcast pieces featuring the content, including a 6-minute segment on BBC Breakfast with full slo-mo crash test footage, Sky News Radio, BBC South TV and LBC
– 70% of Guide Dog owners stepped forward to urge the government to tackle illegal riding and increase public awareness of the law
– Engagement rate of 4.2% and 60k+ views
– 142% increase in awareness that e-scooters are dangerous to people with visual impairments (19% pre-campaign vs. 46% post campaign)
– A 7% increase in agreement that the government should regulate the sale and riding of e-scooters
