In the run-up to the 2018 World Cup, and the expected increase in people drinking and taking drugs whilst watching football matches, DTW was tasked by Road Safety GB’s North East group (RSGB NE) with developing a campaign to raise awareness of the dangers of driving under the influence.
Working with RSGB NE’s 12 local authority members and partner organisations, including the Police and Fire & Rescue services, we developed a public education campaign to highlight the dangers of driving under the influence, focussing on real stories, and the use of video, media relations, social media and animation.
Key to the campaign was the tragic loss of young Lewis Knapp, who died on a night out with his friends after being run over by a drink and drug driver in South Shields.
Lewis’ mum and girlfriend explained the impact of his death on those who loved him, and how the actions of a drink and drug driver had ruined so many lives that night.
The campaign was supported by the North East’s four major football clubs. All members of the broadcast and print media from across the North East attended the launch, which kicked off a six-week campaign of high-profile activity, involving media interviews, social media activity, animation and video.
The content was posted across Facebook and Twitter, then further amplified by coordinated sharing across partner accounts.
The campaign gained traction across both online and traditional media channels, with the video case study, in particular, attracting a large number of views, engagements and shares. Across social media, we generated almost 900,000 impressions and over 40,000 engagements, whilst we achieved a media reach of more than 2.7 million.
Social Media Impressions
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