Drink and drug driving is a major cause of death and serious injury on Greater Manchester’s roads.

 

Arrests have increased significantly in recent years – the number of arrests for drink and drug driving in 2022 was more than double the level seen in each of the three previous years, including those recorded prior to the pandemic in 2019.

 

Drink driving arrests happen largely over the weekend with large spikes on Saturdays and Sundays 10pm – 4am. Drug driving incidents occur throughout the day, 7 days a week with the peak being 11pm – 2am.

 

This campaign looked to increase awareness of the implications of drink and drug driving with the aim to reduce these behaviours, and consequently, reduce road fatalities and serious injuries in the Greater Manchester area.

The most likely group to be found drink or drug driving is Males 18-35.

 

With this being a savvy audience when it comes to consuming digital content and one of the best ad-avoiders, reaching the audience across multiple touchpoints with innovative creative was vital to cut through and get our message across.

 

Paid social and digital audio was complemented by roadside OOH in high footfall / traffic areas of Manchester and tactical OOH within pubs, bars and restaurants to speak directly to our audience when in a social environment.

The campaign results demonstrated that we were successful in cutting through with our hard-to-reach audience via the chosen channels, out-performing industry benchmarks consistently in the digital space.

 

With a lean investment, we were able to create a smart and hard-working campaign that drove meaningful engagement through impactful creatives across several digital and offline channels.

 

We were also delighted to pick up the ‘Best Digital Campaign – Public Sector’ at the Northern Digital Awards 2024 for our efforts.