This case study features:Communications strategy and proactive media relations; brand development; web copywriting and design; marketing collateral copywriting, design and production; government relations; community relations; event management; political briefings; schools safety education briefings; 24/7 press office management; media coaching.
A77 Safety Group
Public and private sector safety campaign to change driving behaviour
Our team was appointed to develop full branding, communications strategy and proactive media and community relations for the A77 Safety Group: a public / private sector partnership formed to win public support for the introduction of driver speed reduction measures on a coastal highway in Ayrshire, Scotland, notorious for fatal accidents involving young drivers. Safety group members included national and municipal government officials, national transport agency executives, highways infrastructure managers; regional law enforcement officers, regional broadcast media representatives, and driver safety and advocacy groups.
We developed highly-visible driving and safety-themed branding for the group, including fully-interactive website with discussion forums, which we monitored and politely – though robustly – countered any inaccuracies posted. Helpful, pocket-sized information leaflets, reinforcing speed limits and safe driving tips, were widely distributed to area libraries, schools, government offices, doctors and dentists’ surgeries, restaurants, bars and other high-traffic tourist and entertainment venues.
A concerted program of proactive media relations fed regular stories to high circulation print media, while a partnership with the highest listening figures area radio station provided regular safe driving tips. Area schools received safety presentations while drivers, motorcycle and commercial road haulage groups were kept informed, and supplied with well-designed information materials to pass to their membership.
A sensitively-handled police video included interviews with friends and parents of young drivers who had lost their lives on the route, urging caution and reduced speeds. Media and public support was significantly increased ahead of the introduction of an average speed camera system to monitor drivers speed, which had proven highly controversial elsewhere.
CLIENT: A77 Road Safety Group
(Government and private sector road safety partnership)