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Cleveland Safety Camera Partnership ? Century FM Road Safety Campaign


Driver Education, 2003

A series of new radio creatives have been developed to reduce casualties in the Cleveland area and to create a change in public perceptions of the use of speed, especially in urban and residential areas. The creatives link the NHS with speeding.

Aired on Century FM with 60 commercials a week, using a different points of view. One which had considerable impact used Neil Morrisey putting over the idea of raising money for charities, by using the lines "you do not need to raise a penny in sponsorship for your local hospital……look at your speedometer and if you are doing more then the speed limit then please slow down. Just one car accident can cost your hospital one hundred thousands pounds. Isn't it time you woke up to the real cost of speeding?"

These are due to be launched nationally.

Contact: Sue Beck, 01604 635157.