By The Drum Team | Staff Writer

The Union

|

scottish government article

March 2, 2012 | 2 min read

Road Safety Scotland and the Scottish Government have today launched a road safety campaign to encourage drivers to consider how they reduce their ‘risk factor’ on country roads, created by The Union, Stripe Communications, Whitespace and Carat.

The integrated marketing campaign, which includes cinemas, TV, radio and online and include experiential activity, aims to make drivers aware of how often minor distractions and driving too fast can lead to accidents.

The Union has developed a series of different adverts which are aimed at tackling the complexities around the risk-taking behaviour of male drivers, with Carat managing media buying, Stripe Communications handling an integrated PR programme and Whitespace overseeing digital.

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Caroline Thomas, senior strategic marketing manager at the Scottish Government, said: “Our audience for this campaign is clear. We know that the biggest risk takers on Scotland’s roads are under the age of 45 and around three quarters of those killed on rural roads are men.

“This hard-hitting campaign will send out the clear message that even minor distractions, along with driving a bit too fast to read the road properly, can result in serious accidents being caused on country roads.”

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