Elizabeth Fong, Senior Marketing Manager, Scottish Government

Elizabeth is responsible for delivering award-winning national road safety campaigns for Scotland, in partnership with Road Safety Scotland (part of Transport Scotland).

Recent campaigns include Drive like Gran’s in the Car targeting young male drivers; a virtual-reality led approach to tackling speed in Country Roads; and Breathtaking Roads, a peer-to-peer campaign for motorbikers. Elizabeth has fifteen years’ experience as a marketing specialist across public and private sector brands.

Presentation: Replacing Risk with Skills on Scotland’s Breathtaking Roads
Scotland’s motorcyclists enjoy breathtaking roads and a strong biking community. Although motorcyclists make up just 1% of the traffic on Scotland’s roads they account for 20% of fatalities.

A collaboration between the Scottish Government, Road Safety Scotland and Police Scotland resulted in a marketing campaign that promoted peer-to-peer learning among bikers to replace risk with skills. This session will share learnings about how to make communications to bikers appealing, credible and effective.