The Sussex Safer Road Campaign video is having a massive impact on the public having received almost 700,000 views on Youtube since it’s launch in late January. Incidentally, that’s almost 200,000 more views than there are people living in East Sussex! And that’s not counting how many people have seen the video re-posted on other websites. The video has received views from 89 countries and not only has it garnered interest in the local press, having appeared on the local news on mainstream TV and in The Argus, but has been invited to appear on French national TV, at a California conference which promotes innovative ideas and in an article in the Norwegian press. So how can such simple idea reach so many people?

This was much more than just a video campaign. Promotion was done via the traditional billboards and the not so traditional spray painting of the logo and web address around different sites in Brighton. There’s even one just down the road from the Fat Sand office (see picture below). Sussex Road Safety have shown that they understand how people are using new media today. That people are using the internet and mobile phones to view and share ideas and campaigns should be designed to best target these behaviours.

The Facebook group for the film, which was set up by a fan rather than being an official page, has over 1480 members. The public have given 3,428 ratings on the SSRC Youtube channel awarding the video an average of 5 stars. This shows the quality of the film and it’s production, something that has made it stand out amongst the 100 million videos that are posted on Youtube. Yet this is a simple idea that wouldn’t have cost a bomb to make – certainly not in comparison to how many people it has ended up reaching.

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