The Government is to merge its three major road safety campaigns
under a shake-up that will result in the advertising budget rising by 50
per cent to pounds 9 million this year.
Next month, Abbott Mead Vickers BBDO will unveil an umbrella campaign
that will replace the agency’s separate initiatives on drink-driving,
rear seat-belts and speeding.
Under the changes, the Department of Environment, Transport and the
Regions will maintain a year-round presence by spending about pounds 6
million on television ads, pounds 2 million on radio and pounds 1
million on outdoor and ambient, including bus-stops.
AMV has drawn up a four-phase TV campaign using police radio messages
from the scene of accidents.
The format enables 30- and 40-second ads to include several messages
such as seat-belts, speeding and using mobile phones while driving.
The department has signed up the promotions agency Perspectives to give
the new campaign a ’high-street presence’ and win backing from companies
involved in the motor industry.
D’Arcy, which has seen its other work on transport taken over by AMV in
recent years, will retain its pounds 1 million campaign on child road