Magazine article Marketing

Campaign of the Week: Kill Your Speed

Magazine article Marketing

Campaign of the Week: Kill Your Speed

Article excerpt

The Account

Client: Department of the Environment, Transport and the Regions

Head of publicity (transport): Tony Allsworth

Agency: Abbott Mead Vickers BBDO

Creative team: Rob Oliver (art director), David Hieatt (copywriter)

Budget: [pounds]3.5m

Media: National TV and radio

Target: All drivers

The Brief

After 20 years of emotive publicity it is hard to remember a time when drink-driving was socially acceptable.

Is it possible the person driving at 38mph in a 30mph zone will soon be viewed in the same way as the drink-driver? The Department of the Environment, which has run 'Kill your speed' films since 1991, hopes so.

Abbott Mead Vickers BBDO won the business last year with a highly-charged idea featuring home video footage of children who were later killed by speeding motorists close to their homes. The films, accompanied by WH Auden's Stop all the clocks, ran in two bursts last year and briefly, before the election, in March.

This autumn, the long-term aim is still to make speeding as socially unacceptable as drink-driving. In addition, the Department of the Environment, Transport and the Regions, as it is now called, wanted to emphasise that speed is a factor in a third of all accidents, and that the biggest problem is in residential areas where minor infringements kill or injure hundreds of children every year. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.