The Scottish Government and Road Safety Scotland (part of Transport Scotland) have joined forces with Formula 1 racing driver David Coulthard for their latest national road safety campaign.
Creative for the campaign was developed by Newhaven working alongside production company The Gate Films with a 3D modified car by Edit19.
Running throughout the month of March and devised by Newhaven Communications, the campaign focuses on safe driving on country roads. The TV and cinema ads starring the 13-time Grand Prix winner shows, through a reconstruction, that even the best drivers in the world need to adjust their speed on country roads. Ads will also run on radio and online, supporting activity includes PR and social media.
Senior strategic marketing manager for the Scottish Government, Katherine Goodwin, commented: “We needed a fresh way to get across the message that you don’t have to be going over the speed limit to be driving too fast on country roads. By bringing David Coulthard on board, we hope to cut through to our target audience and encourage a change in driving behaviour on Scotland’s country roads.”
Of Coulthard’s involvement, Goodwin added: “David is absolutely the right person to front the campaign – he’s a respected and credible role model and someone our target audience will listen to on the issue of driving safely on country roads.”
Field marketing will also be employed to give people the opportunity to test their country roads driving skills throughout March with an interactive electronic game touring Scottish shopping centres. Those who make it safely to the finish line will be entered into a prize draw for a driving experience at Knockhill.