Our brief was to raise awareness of road safety amongst members of the public in North Yorkshire and, ultimately, to change attitudes and behaviours in order to reduce the number of road casualties in the County.

We developed road safety campaigns focusing on: children, safe driving (driver distraction, speeding), seat belt use, older drivers, and motorcyclists.

Our approach differed for each campaign, though the overall strategy included:

• A new website
• Leaflets, z cards, posters and drink mats
• Newspaper, magazine and radio advertising
• Supermarket and petrol forecourt poster and nozzle advertising
• Online advertising
• Advertising on haulage vehicles and fire and rescue vehicles

Our emotive designs featured real North Yorkshire residents and the website we developed www.roadwise.co.uk won a CIPR Pride award in 2010 for ‘best website’.  Upon conclusion of the campaign, 126 lives had been saved* (target of 95).

*People alive today who may otherwise have died if casualties had carried on at the rate of four years ago

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