CAMPAIGN OF THE WEEK: KILL YOUR SPEED

The Brief

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.



The Campaign



AMV BBDO’s solution was to run more home video footage of four

children.



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.



The Result



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

65%).



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

campaign.



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.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer