Tune into Traffic, UK is a campaign that is run by young people for young people; very much like YOURS. It’s content is entirely user generated and peer initiated which means young people themselves are the people responsible for creating its awareness medias and tools.
Tune into Traffic is a road safety campaign based in the United Kingdom that operated through a structure of inherent participation with young people. This means its is young people who make the decisions at the campaign and it is young people who work together to create road safety awareness tools and media to convey a message of road safety to other young people; their peers.
At Tune into Traffic, a trend has started to form; young people who have heard about the campaign have taken it upon themselves to do something. These young people are not necessarily engaged in the workings of the campaign but have been inspired to want to use their own skills to raise awareness about the information Tune into Traffic has conveyed to them. This illustrates that youth around the world; when empowered with knowledge about an important cause, will step up and do use their skills to make change to their desired cause, in this case, that is road safety.
This ‘doing something’ has manifested in various ways, people have put up the Tune into Traffic posters and leaflets up in their workplaces, schools and youth clubs but also, young people have used their talents to create their own media. One video created for Tune into Traffic was sent to the campaign central and featured an animated video of Tune into Traffic’s current campaign focus: young people distracted by music while on the road. A second video sent to the campaign was a short recorded video of a young person going about his morning routine, stepping out for his day while being distracted by music with fatal consquences.
This approach, where young people themselves take it upon their own selves to create media for road safety is an approach endorsed by YOURS; infact it was this approach that acted as the rationale behind the World Crossing Campaign whereby youth delegates around the world shot their own media for a larger project. When young people create messages themselves, using their own initiative, creativitiy and resources the result is very authentic and inspiring. This is why YOURS promotes this type of approach where young people take it upon themselves to use their own skills, talents and creative inquiry to create awareness tools that will educate their peers. People can use their own passions to make changes; this is how we can be truly peer-to-peer led.
You can view the user generated media on this page, the first is the animated video created by Brendan Lehane, the second is a short awareness video created by Ben Kammerling and the third is Tune into Traffic’s own earphone advert.