Produce campaign and deliver integrated range of collateral and mobile advertising for a Hampshire County Council initiative to encourage drivers to adhere to a 30 mph speed limit whilst driving through Hampshire's villages.
After initial research on speeding statistics, we identified that the majority of people who do speed do so due to a 'it won't happen to me' attitude, a belief that driving at 40 instead of 30 will not matter and has no immediate negative impact.
We concentrated the key campaign message on encouraging drivers to take responsibility for their behaviour and understand the implications of speeding, ultimately making speeding through villages a socially unacceptable behaviour. It's not about forcing drivers to drive at 30, rather about them making a conscious choice to do so.
The developed brand concentrated on the 'Choose 30' message, incorporating the "Your decision makes all the difference" strapline.
The campaign has been applied county-wide across Hampshire, with parish packs to local communities and general advertising across bus-backs, in cinemas and across branded pieces for generic marketing.
Creative Director, Ian Mumford, talks through the campaign in this video.
Karen LawsonOnce again I have been encouraged by The Escape's creativity and enthusiasm for a road safety campaign. They delivered on time, within budget, always paying attention to detail, overcoming issues and offering solutions to any problems that occurred.
The Escape, Loddon Business Centre, Roentgen Road, Basingstoke, Hampshire RG24 8NG UK