Don’t drive so Fast and Furious!

Our digital billboard message near StarCity

As film fans head for this weekend’s big screen release, we’re urging young male drivers: ‘Don’t drive so Fast and Furious’.

Star-studded ‘Fast & Furious 8’ hits cinemas nationwide – and here in the West Midlands we’re launching our very own mini movie.

Zahra Shah and Mohammed Saleem try out our virtual reality video at VUE, Broad Street, Birmingham

Zahra Shah and Mohammed Saleem try out our virtual reality video at VUE, Broad Street, Birmingham

Over the next seven days, our specially-produced ‘Don’t drive so Fast and Furious’ advert will be seen by thousands of customers at two Birmingham cinemas.

The hard-hitting ad is designed to drive home to young male drivers the very real dangers faced by them and their friends when they get behind the wheel.

It comes just days after a 22-year-old Birmingham student admitted driving dangerously after seeing ‘Fast and the Furious 7’, seriously injuring three of his friends. Click to read more.

Throughout the Easter weekend, firefighters and our Road Casualty Reduction Team (RCRT) will be helping to spread the road safety message at Cineworld on Birmingham’s Broad Street and at VUE, StarCity.

They’ll be encouraging fans of the Vin Diesel franchise to try out our new ‘Every choice counts’ virtual reality video in the cinemas’ foyers.

Kirsty Anson and Scott Hodge with Arron Lennon at Cineworld, Broad Street Birmingham

Kirsty Anson and Scott Hodge with Arron Lennon at Cineworld, Broad Street Birmingham

Arron Lennon, of our Road Casualty Reduction Team, said the Birmingham City Council-backed campaign would reach a group of drivers known to be more vulnerable on the roads.

“Young male drivers are more likely to be involved in collisions, so we’re asking them to leave the fantasy world when they leave the cinema and focus instead on the very real dangers they face behind the wheel.

“We’ve produced the cinema advert ourselves and are extremely grateful to Cineworld, VUE and StarCity for their help and support with the project. The screens will be packed over Easter and the following week, so it’s a great opportunity for us to meet and engage with young drivers, their friends and families.”

Station Commander Sam Pink added: “A driving licence carries huge responsibilities. Every day our firefighters respond to serious traffic collisions that could so easily be avoided, yet which in just a few seconds wreck or end lives.

Lights, camera, action! Our very own 'Fast and Furious' film crew (Photo: Jemma Graham)

Lights, camera, action!
Our very own ‘Fast and Furious’ film crew. (Photo: Jemma Graham)

“We hope our campaign will encourage young drivers to think twice about the risks they face.”

The cinema ad will be complemented with a digital billboard message at the busy junction of Cuckoo Road and Lichfield Road in Birmingham, near StarCity.

It’s estimated that two million motorists will see the message, including 400,000 young drivers.

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