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.



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