Educating a whole nation of motorists is no mean feat - with over 42 million full licence holders in the UK, it’s clear that targeted messaging for distinct groups is needed to get the message across. That’s why MIB have partnered with GCM (George’s Car Media) to create a suite of social media videos.

Jump ahead and share with your region’s motorists?

George is a leading social media influencer in the modified car scene, who partners with Road Casualty Reduction Sergeant Owen Messenger of Devon & Cornwall Police to deliver engaging, real-world advice to young drivers and car enthusiasts.

We worked together to create:

• Two in-depth long-form videos created for YouTube and Facebook, each covering five topics that drivers may not know about, or mistakes they may fall foul of
• Seven short-form videos for TikTok, Facebook, YouTube shorts and Instagram, each covering one topic such as  fronting, ghost broking, car modifications and e-scooters, delivering the information the audience need in around just 90 seconds.

Whilst MIB led the project, working closely with George, Owen and the production team to provide all the information they may need, we were delighted to be supported by both DVLA and Admiral who acted as valued sounding boards and sense-checkers to ensure all details were up-to-date and reflective of current insurance practices.

Whilst not all videos are live yet (watch out for the second long-form being dropped during ODI week!), the engagement amongst this often hard-to-reach audience is already impressive. In the first month, the videos have been seen by over 2m viewers across the four platforms.

The videos have also started to provide insight into topic preferences amongst the younger driver audience. Short-form videos on e-scooters and ‘drive other vehicle’ cover have received 740k and 560k views respectively, indicating subjects that would benefit from further coverage in future MIB awareness campaigns and influencer partnerships.

Whilst the videos will feature on all GCM and MIB channels, we know the power of police force platforms in reaching motorists in their regions… and the challenge of presenting familiar (and sometimes dull!) subjects in new and engaging formats.

If you’d therefore like to share these videos, we’ve included links below to all live videos on each available channel.If you’re unsure which to use, the YouTube links can also be shared across other platforms, including X (Twitter):