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
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.
AMV BBDO’s solution was to run more home video footage of four
This time, the 60-second film was accompanied by a reading of the
procedures police officers follow when confronting a family with news of
their child’s death.
As with the previous ad, the parents of the children were traced through
the police and victim support groups. Families keen to help were
interviewed, with the utmost sensitivity, by an AMV team led by head of
client services, Cilla Snowball.
The film ends with AMV BBDO’s ’Kill your speed’ ’hand’ logo which
viewers now identify with the campaign, and was backed by radio work
featuring the parents of the children in the film.
It will take another decade before the Department sees its desired end
result. Despite a relatively small budget, the campaign enters its third
week in Adwatch in eighth place with 59% (last week it was fourth with
Our data shows that it scored particularly highly with women (65%) and
with 45- to 54-year-olds - a staggering 78% of whom still recall the
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.