10/06/2009 15:12
Highways Agency (National)
(Highways Agency) Highways Agency wins gold award for "Don't be that Guy" driver awareness campaign
A Highways Agency national campaign to encourage road users to be adequately prepared for their journey was awarded gold at the Institute of Sales Promotion Awards on 4 June 2009.
The award from the ISP recognised the effectiveness of the campaign which encouraged road users to drive responsibly and plan appropriately for their journeys, and was seen by a large number of drivers. The judges commented on the "genuine insight" and humour of the concept.
The "Don't Be That Guy" campaign targeted road users last summer with a series of communications strategically placed to target drivers at key moments prior to and during their journeys, and included motorway service areas, specialist motoring magazines, partner retail outlets and websites, as well as online at the Highways Agency's website (http://www.highways.gov.uk). The campaign was promoted by the Agency and created by integrated marketing agency iris, who were commissioned by the Central Office of Information.
Annie Swift, Chief Executive of the Institute of Sales Promotion, said:
"Responsible marketing can lead to a positive change in behaviour, and the Highways Agency's Don't Be That Guy campaign was clearly targeted at doing exactly that in a well-defined segment of the driving population. We were pleased to award them the ISP's Gold Award in the not-for-profit category this year, and welcome them as ISP members."
The Highways Agency will continue the campaign this summer with a refreshed message designed to reach a wider audience. The next phase of the campaign will encourage road users to prepare for their journeys and direct them to the different road information services provided by the Agency.
"We're delighted that the ISP has recognised the success of our campaign with the Gold award", said Gill Stevens, Head of Communications for the Highways Agency, "particularly amongst such tough competition. As a government agency we always strive to make our customers' journeys safer and more reliable. This campaign encourages drivers to play their part by driving responsibly and thinking about the trips they make, planning their journey and checking traffic conditions, servicing their vehicles regularly, and carrying an emergency kit."
NOTES TO EDITORS
Issued by the Highways Agency Press Office. For details contact Alex Barnett or Stuart Thompson on 020 7081 7443.
Media enquiries out of hours should be made to the Highways Agency National Press Office on 020 7081 7443.
1. The Highways Agency is an executive agency of the Department for Transport. We manage, maintain and improve England's motorways and trunk roads on behalf of the Secretary of State.
2. Hi-resolution images and further background information from the Don't Be That Guy campaign are available to download from http://www.highways.gov.uk/knowledge/19654.aspx and can be supplied by the Press Office on 020 7081 7443.
3. Real-time traffic information for England's motorways and major A roads is available:
* From our Traffic Radio service, available on DAB digital radio and the internet at http://www.trafficradio.org.uk To tune into the DAB service, simply press the "scan" button on your radio. The radio will tune into all available channels and you can select the new service by scrolling through the channels until you reach "Traffic Radio".
* From the web at http://www.highways.gov.uk/trafficinfo or http://www.highways.gov.uk/mobile if using a phone or mobile device. Before using a mobile, find a safe place to park. Never stop on the hard shoulder of a motorway except in an emergency. Make sure it's safe and legal before you call.
* By phone from the Highways Agency 24-hour voice activated phone service on 08700 660 115. (Calls from BT landlines to 0870 numbers will cost no more than 8p per minute; mobile calls usually cost more).
4. For more general information about the Highways Agency and its work, visit the Highways Agency website http://www.highways.gov.uk, or telephone the Highways Agency Information Line on 08457 50 40 30 at any time. (Calls to 0845 numbers cost no more than 3p/min from BT residential landlines. Call charges from other landlines and mobile networks may vary.
Before using a mobile, find a safe place to park. Never stop on the hard shoulder of a motorway except in an emergency. Make sure it's safe and legal before you call.
Receive our national and regional press releases by RSS and get the latest headlines straight to your desktop the moment we publish them to our website. Choose to receive a national press feed or one of our regionalised feeds - go to http://www.highways.gov.uk/rssnews for more information.
Issued by the Highways Agency Press Office. For details contact Alex Barnett or Stuart Thompson on 020 7081 7443.
Media enquiries out of hours should be made to the Highways Agency National Press Office on 020 7081 7443.
Client ref HA-19MM-09
COI ref 174628M