Imagine making safety interesting to teenagers

Traditional attempts to communicate the dangers of the road to 17 - 24 year olds had failed to reduce mortality rates.

Imagining a fresh way to engage our audience with the reality of reckless driving we launched a live theatre tour called 'Doughnuts'. We communicated the central message in a thought provoking way using a combination of comedy and tragedy. It made clear the damage that road accidents can cause to families and communities in an honest, non-judgemental way.

The initial 9-week nationwide tour was so successful that the RSA has commissioned a 2011 tour and a 1-hour TV special.