Road Safety Intervention – Phase 1

The four unitary authorities in the South-West of England challenged dR to develop a unique and flexible campaign identity to reach out (literally) and achieve impact and acceptance from a target audience who believed they were invincible.

It had to differ from the usual fear/danger approach of traditional road safety communications and allow a significant focus of activity to be targeted at an incredibly ‘hard to reach’ audience of 16-25-year-olds.

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