Award-winning communications experts in the built environment

Road safety

We specialise in creating engaging, insight led campaigns that deliver results

10 months, 9 campaigns, 1 objective – to reduce the number of KSI’s (Killed or Seriously Injured) on Hampshire roads. With a remit to reach all road users in Hampshire as well as target audiences ranging from teen pedestrians to commuters, we knew our campaigns needed to be clear, targeted and engaging.

To do this, we took an insight-based approach – taking the time to understand the priority target audiences for each of the campaigns and identifying their key interests and media habits to help build the best distribution strategy that would deliver results.

The carefully targeted campaign was amplified across a range of channels to reach our diverse audience, including Spotify and local radio, out of home – including 6 sheets and bus rears, and programmatic display, Instagram and Facebook. The campaigns achieved some great results, highlighted below.

Teen Pedestrian

With teenagers disproportionately affected as pedestrian casualties both nationally and in Hampshire, our campaign needed to capture the attention of a younger and hard to reach audience, reinforcing key messages. In order to drive a change in behaviour creative was pushed out across a number of digital channels, Spotify, Snapchat, Instagram and Facebook at the start of a new school term.

Cyclist

A dual message approach was needed to ensure we reached both cyclists and drivers, in order to drive mutual respect between both groups of road users. Insight also demonstrated that males were more likely to be involved in a cyclist accident, which was taken into consideration during creative concepting. A simple but impactful creative style was developed to ensure key messages could be quickly communicated, and were relevant to both cyclists and drivers. In order to deliver maximum reach across Hampshire, the campaign was amplified across local radio, key out of home advertising locations, social platforms and programmatic display.

Motorcycle

Much like the Cyclist campaign, a dual message ‘mutual respect’ approach was needed for our 'See and Be Seen' campaign which targeted both drivers and motorcyclists, with a focus on evening commuters – data demonstrated that most accidents involving a motorcycle happened during weekday evening rush-hour.

To effect change and engage both motorcyclists and drivers, dual messaging was used and tested with both audiences in advance of campaign launch to ensure relevance. The campaign was pushed out across key outdoor accident blackspots on bus rears, 6-sheets and local radio to drive a change in behaviour on the road, and amplified across digital channels to deliver targeted messaging to both drivers and motorcyclists.

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