IPA Effectiveness Awards 2004: Bronze Award - Department of the Environment Northern Ireland (Road Safety Branch)


Campaign: Road Safety

Client: Department of the Environment Northern Ireland

Agency: Lyle Bailie International

Principal authors: David Lyle, Lyle Bailie International; Julie Anne

Bailie, Lyle Bailie International; Dawn Reid, Lyle Bailie International;

Robert Lyle, Lyle Bailie International; Pauline Kerr, Lyle Bailie


Media used TV, print, outdoor, radio


Advertising campaigns that bring the perils of drink-driving, speeding or not wearing a seatbelt to our attention have all had their effects over the short term. But what about their combined effect over a longer period of time?

Northern Ireland represents 2.9 per cent of the UK population, but suffers 4.4 per cent of the UK's road deaths. Over a 30-year period of civil strife, more than twice as many people were killed on Northern Ireland's roads as by sectarian violence.

Lyle Bailie International (previously McCann-Erickson Belfast) has handled road-safety campaigns for the Department of the Environment in Belfast and the National Safety Council in Dublin for the past nine years.

The agency has used advertising to prevent road accidents by focusing on three pillars of road-safety intervention: engineering, enforcement and education. But this paper looks at how the three work together.

Lyle Bailie aimed to disrupt the escapist "car as my oasis" mindset of drivers and had to contend with being out-shouted by automotive advertising across all media.

Since 1995, £8.68 million has been spent on road-safety advertising.

There has been a £704 million economic payback with 2,774 lives saved from death or serious injury on the roads of Northern Ireland, despite a 33 per cent growth in licensed vehicles.

The judges' view

Road safety in Northern Ireland has been dramatically impacted over the years by a series of highly focused campaigns. Using years of back data to describe the context and isolate the contribution of communications, the paper calculates the hundreds of lives and millions of pounds saved by effective campaigning.


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