Magazine article Marketing

IPR Plays It Safe with Driving Campaign Award

Magazine article Marketing

IPR Plays It Safe with Driving Campaign Award

Article excerpt

IPR plays it safe with driving campaign award

A campaign for safe driving has won this year's top award from the Institute of Public Relations (IPR) - a stark contrast to the 1989 winner British Nuclear Fuels (BNFL).

The judges' decision to favour a road safety campaign may be seen as a response to criticism of last year's choice, which many industry members found embarrassing.

PR agency Dewe Rogerson beat the other 33 finalists with its "Learn and Live" Parents Campaign for Safe Driving Tuition, carried out on behalf of insurance company Legal and General.

Dewe had decided to help Vicki Stone, a member of the public lobby Parliament, for an increase in the minimum age of those accompanying learner drivers.

Stone had sought help after her 17-year-old daughter was killed in a car accident. The car involved was driven by a learner driver who was accompanied by a qualified driver, although both youths were only 17 years of age.

The lobbying campaign led the Department of Transport to recommend raising the minimum age for those accompanying learner drivers to 21, providing they have been driving for at least three years.

But the worthiness of this year's winner has highlighted the controversy surrounding the 1989 recipient, BNFL's PR department for its work on Sellafield. …

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