Our social campaigns have been aimed at varied target audiences to educate, create impact and awareness of road safety. So far, we’ve reached over 2.6 million + users with our road safety campaigns!
Know your limits or it’s game over
Unfortunately, it is quite common for motorists to not notice pedestrians, cyclists or other motorists. A common exclamation after hitting someone is, “I didn’t even see them!” or “They came out of nowhere!”. When we drive, our brains filter visual things and events to focus our attention on, things we need to notice to operate a vehicle safely. Is the vehicle in front of us slowing down? Is there time to overtake? Is the light going to turn amber? Is there a speed camera? This is called Selective Attention. The cost of selective attention is that we don’t notice otherwise apparent visual things/events. Add speeding into the mix and this creates an even greater risk to the driving scenario.
To inform and educate the public of the consequences of speeding and awareness of surroundings on the roads of Kent and Medway. The creative would highlight a lack of awareness on the users part which could in a real-world scenario prove dangerous.
What we did
We used a gamified creative that encouraged the user to count how many times the driver stayed within the speed limit. Meanwhile, there would be a chicken in the background which most users would miss as they were concentrating on the speed, therefore highlighting that you need to be aware of all aspects when driving which isn’t helped when you are speeding.
Make the ‘Click’, Always wear a seat belt
This campaign formed part of a series based on the success of the Ice, Ice, Puddle campaign in January. This campaign has proved the most divisive so far with comments and engagement ranging from positive to extremely negative, highlighting the need for this type of campaign and the open conversation around why wearing a seatbelt is so important.
To inform and educate the public of the consequences of not wearing a Seatbelt on the roads of Kent and Medway. The creative would also highlight the impact on family and friends when someone is in a road traffic incident without belting up… however short the journey.
What we did
We created a hard-hitting emotive campaign to grab the attention of the user on both Meta and Tiktok, targeting interests such as dating, and demographic targeting to Kent.
Ice, Ice, Puddle!
This campaign was focused on the driving conditions that winter brings with it, and helping drivers make the right decisions. Previous research has shown that accidents increase by 20% amongst drivers during the winter months. Kent & Medway Safety Camera Partnership wants to help keep you safe during the winter and get you ‘winter ready’.
To increase the awareness of driving to the conditions of the road (e.g ice, snow, rain or fog) to reduce incidents on Kent and Medway Roads. The ad message was to educate Kent and Medway drivers to adapt their driving behaviour to the conditions. The ad message was light-humoured and adopted a surreal approach to grab the attention of the user.
What we did
We produced a custom video ad that included elements of animation and an original song using state-of-the-art tools and storytelling to get across the message in an emotive and engaging way. From this creative, we also produced a variety of assets for use in paid advertising.
Limit your speed, not your future
This campaign was to build on the success of the Tailgating campaign in June using those insights to inform creativity and strategy in the platform. The campaign ran for 1 week from 26th July to coincide with the Kent Speeding Awareness Week.
To increase the awareness of the impact of long term life-changing injuries caused by Speeding incidents and to reduce incidents caused by speeding on Kent and Medways Roads. The ad message was to educate Kent drivers that speeding can not only take lives but also have an impact on the driver’s families if they are injured. The video also used hard-hitting and emotive messaging.
What we did
We produced a custom animated origami themed video using state of the art tools and storytelling to get across the message in an emotive and engaging way. From this creative we also produced a variety of assets for use in paid advertising.
Back off, slow down
This campaign was to build on the success of the Valentines campaign in February using those insights to inform creativity and strategy in the platform. The campaign ran for 2 weeks from 28th of May to 11th June 2021.
To increase the awareness of Tailgating and to reduce bullying on Kent and Medways Roads. The ad message was to educate Kent drivers that Tailgating can make drivers uncomfortable and lead to other altercations on the road. This campaign also had an additional aim to quantify how many drivers had experienced tailgating through an online quiz.
What we did
We produced a custom music track and video with world-renowned UK rapper Harry Shotta for the campaign to get across the message in a more culturally relevant way. From this creative, we also produced a variety of assets for use in paid advertising. We also ran a competition to win some Halfords vouchers to encourage users to take a Tailgating quiz.
He's back. You don't want to go too fast on the roads that's intimidation. Keep safe, slow down the pace and always keep to the speed limitations. Imagine how it feels for a driver if you're behind them driving too near, don't be a space invader. Why make the road a place of tension and fear? It's a case of consideration. See we can alleviate stress, so why not back off, chill? Keep a safe distance, everything's blessed, it's not a contest or a competition. You'll get to where you need to go. Why bully someone else? You don't know about their mental health. Just take it. Tailgating isn't a joke, it's a form of bullying. I want you to see that the biggest fear among UK drivers. Now you've got to believe that when you drive too close to another car think of the feelings you could cause. Yes, life is a whirlwind going so fast but sometimes you have to pause. Just think, analyze your choices. Slow down and just stay back. When you're behind a car in front just give them the two second gap. Stay focused. Stay on the path ahead, it's our future we must protect. We can all do a bit to keep the road safe and show each other mutual respect.
Valentines Day image and video campaign
The campaign was another fast turnaround, with 3 weeks to pull together creative, concept, and delivery for a Facebook Additive for 1 week from Tuesday 9th – Sunday 14th Feb 2021.
To increase the awareness of speeding issues, and safety, to educate and increase awareness of dangers of speeding. To educate Kent drivers that speeding kills and to get across a powerful message in relation to statistics of more women as passengers die in RTC on Kent’s roads where speeding was a key factor in the collision.
What we did
We produced a series of graphics using various images and clever copy that displayed an emotionally connecting message in relation to the dangers of speeding and killing a female passenger around valentines day. We also produced a 30-second ad film using the same imagery and applied a voiceover artist to deliver an emotional message about killing a loved one because of not slowing down when they should have.
Criminal imagery and Quiz
This campaign used engaging content to educate and inform drivers on facebook about speeding myths. The campaign ran for a week in July 2020 which coincided with an increase in traffic following lockdown restrictions lifting.
To increase the awareness of speeding issues and to educate users on rules and limits on Kent’s roads. This campaign also served to disprove speeding misinformation and myths that some drivers believe, with the aim to educate Kent drivers that speeding is a crime and punishable under the law.
What we did
We produced a series of ads on Facebook which mimicked police e-fit imagery, which is often used on the platform to engage the public. Once we’d caught the users attention we then encouraged users to take a quiz testing their knowledge of the rules of the road. This challenged preconceived bias that ‘I am a safe driver’ and educated users of any gaps in knowledge that could potentially result in a speeding fine or serious incident.