Safer Roads Mobile Application Game

Having previously worked with the Safer Roads Partnership (SRP) in the design and development of their website, the team asked us to create a brand new mobile app to engage their young drivers. As part of their ongoing Green Light Campaign which is aimed

at 16-18 year olds and includes the delivery of educational workshops in schools and colleges across West Mercia and Warwickshire, SRP asked Ventutec to design and develop a mobile app to support their workshop activity.

Safer Roads Brief

Aimed specifically at the younger demographic, the app needed to support the content delivered within the workshop as delegates would be offered a free download of the app at the end of the session.

As well as reinforcing key messages in a fun and interactive way, the app needed to promote safety advice to both passengers and drivers and provide a talking point amongst the target audience.

Mobile App Requirements

  • An engaging design that would appeal to the target audience.

  • Interactive elements to encourage social sharing.

  • A dedicated microsite to promote the app.

  • Development of the app for Android and iOS Platforms as Native Apps using device hardware such as the motion sensors.

The Safer Roads Mobile Game

The 16 - 18 year old market can be a difficult one to crack, especially when trying to promote road safety advice. With that in mind, we carried out an initial focus group at a local college with a group of 16 - 18 year olds to explore the following factors:

  • What kind of apps they are currently downloading, and why?
  • What motivates them to download an app?
  • What encourages them to continue using an app after the first initial use?
  • From a viral point of view, what encourages them to share any app activity?
  • What kind of language they connect with?
  • How they feel about the use of characters in apps?

Conducting a focus group to explore these factors enabled us to design and develop an app that resonated with the target audience.

Based on six separate short games which include: stopping distances, seatbelts, road and weather conditions, distractions, drink driving, and mobile phones, the app encourages the user to complete each game and share their score with their friends via Twitter.

At the end of each game, the user is presented with relevant advice and top tips - for example the fine you could face if caught not wearing a seatbelt.

We also produced a microsite to promote the app which includes graphics from the game and links to Google Play to download the app.

We’re really pleased with the Green Light Safety app which has recently been launched and we have already received positive feedback both from students and the wider road safety industry. We believe the app is the first of its kind to deliver road safety advice to young drivers and passengers in its game format, and we would like to thank Ventutec for their innovative ideas, positive attitude and quick response when we have got in touch with them with any questions or issues.

Anna Higgins

Communications Manager

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Additional Features

Retweet by @ventutec

Ventutec @ventutec • Aug 10

RT @woodymsi: @ventutec great day Matt, Sarah, Ben & your team on the #FirstAid course & big thank you for the @WorcsCCC tie, really app…

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