Dead Slow Campaign (British Horse Society)

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Introduction: This film is designed to give any driver the information on how to safely pass horses on the road. Using the virtual perspective of a horse rider and a considerate driver, BBC Sports Newsreader, Lizzie Greenwood Hughes, the film helps drivers understand why they should pass horses following the British Horse Society’s Dead Slow messages. Using these messages will improve the safety or drivers, riders and horses on the road.

THIS FILM HAS ACHEIVED OVER 2.5 MILLION VIEWS ONLINE SO FAR!

Age Certificate: N/A

Duration: 3:45

Shoot style: POV (point of view) of horse rider and front seat passenger

Format: MP4 360 film

Deployment:  Although this film can be delivered through the Samsung Gear VR headsets, this lends itself particularly well to a non-immersive environment and can be shared online via VR supporterd social media (Facebook, Vimeo, YouTube etc.) so viewers can use their own mobile decides to watch the film in virtual reality.

Comment from Jeremy Philips, Director of Research for RSGB: “The BHS have harnessed VR technology in a really positive way with this initiative. The tech is used to create an opportunity for generating understanding and empathy from the driver towards a ‘mode’ with which he or she may have no direct experience. 

Without getting close to upsetting the target group the film does help to illustrate the level of alarm that might be experienced by a rider suffering a close or quick pass. Following that with a call to action that’s both positive and achievable is another plus. 
It would be good to see more of this kind of approach whilst acknowledging the additional challenges of placing it in a setting that enables further learning and a chance to create real commitment towards changed behaviours.” 

Download this film

This film is available to ICE Hub members only - please contact james@firstcar.co.uk for more information.