Department for Transport / THINK!
Using trusted voices to encourage safe driving
We Salute You
The Challenge
We all think we’re good drivers, young men especially. But the truth is, a young male driver between 17 and 24 is four times more likely to be killed or injured on the road as a result of dangerous driving. And when their mates are in the car with them, they take even more risks.
The Insight
Research says young passengers actually prefer to be driven by safer drivers, however, they just don’t feel confident enough to tell their mates. So how do we empower friends and passengers to speak up and encourage safer driving? Football is a key passion for our audience. And in the game, communication is everything.
Watch the case study
Watch the core film
The Solution to create Change
We partnered with the County Football Association and worked together to create a campaign that was truthful to our audience.
To ensure the campaign generated significant PR, we worked with BBC Radio One DJ, as well as co-host of That Peter Crouch Podcast and lifelong Watford FC fan, Chris Stark. Chris was the perfect front man in terms of resonance with our target audience, and to reinforce the strategy of leveraging football as a passion point for them.
Watch the PR film featuring Chris Stark
Our PR activity received 13 radio day interviews with a collective reach of 1,7 million and 12 pieces of press coverage with a collective reach of over 5 and a half million. Together, the impact was huge – with a combined potential reach of over 19 million for both paid, partnerships and PR.
Impact
19m
potential reach of paid, partnerships and PR
of young men who saw the campaign took direct action to minimise distractions and drive safely
Over half
Awards
The campaign was shortlisted at the Purpose Awards and was highly commended at the Marketing Society Awards in the Successful and Effective Partnerships category