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Thames Valley Safer Roads Partnership – Have a Kip

Public Education, 2010

With strong commitment from partner agencies the campaign, which communicates vital messages about managing tiredness whilst driving, engages the target audience through conventional media, online channels and social networking. The messages are based on scientific evidence and delivered through a fully integrated campaign that was underpinned by a scoping report and subsequently developed into a sophisticated customer segmentation model.

The partnership has measured the effectiveness of the campaign by studying the relevant road traffic crashes over a six year period as well as looking at the impact made by each media channel and engagement measures for online activity.