Lynn PR will be supporting our client Royal Society for the Prevention of Accidents (RoSPA) to deliver the final leg of the Better Bikers campaign, which aims to encourage motorcyclists in Scotland, particularly those who ride on country roads, to consider taking further training to improve their safety.
In Q4, Lynn PR will use behavioural and data science to support audience engagement as well as develop interventions to tighten “follow through” amongst the Scottish audience.
The Better Bikers campaign, which started in the summer, has proved popular with the target audience with high rates of engagement to calls to action. Lynn PR has been tasked with addressing the intent-action gap to improve take-up rates for this vital training that can save lives.
Adam Grinsell, Communications Manager at RoSPA, said: “We’re really pleased to bring Lynn PR on board with Better Bikers, as we look to increase the number of people taking action to sign up for training after becoming aware of and engaging with our messaging. We’ve enjoyed working with Shay and the team on a number of projects to-date, and are looking forward to seeing what we can achieve with them over the next few months.”
Founder of Lynn PR, Shayoni Lynn, added: “We are delighted to continue our work with RoSPA, using behavioural science and data-driven strategic communications to strengthen relationships with our audiences and persuade them to access life-saving training courses. This new project further demonstrates RoSPA’s commitment to using innovative communications methods to appeal to their diverse audiences.”
Lynn PR recently completed a pioneering Department of Transport-funded research project on behalf of RoSPA, where we used behavioural science to analyse the decision-making context for motorcyclists in England. Our research provided vital insights and interventions that could convince more motorcyclists in England to access advanced rider training. The ultimate goal of this project was to help reduce the number of deaths and serious injuries each year, particularly on rural roads. As part of this project, Lynn PR ran over 50 randomised online trials across England to map and understand engagement and barriers to target behaviours.
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This article was written by Shayoni Lynn, Director at Lynn PR.