Making an impact on road safety

New drivers – especially young males aged 17-24 – are the most likely group to be involved in road traffic fatalities. And when Ainsworth & Parkinson won a pitch against 10 other agencies to come up with an awareness campaign for the Midlands Road Safety Partnership, they created one with real impact.



Highlighting the dangers of being distracted while driving, the campaign is simple, direct, and powerful. It addresses the reasons that cause this audience to have accidents – such as using a mobile phone, using mp3 players, and speeding.



The ads feature images of body bags emphasised by bold colours and stark headlines. They communicated their message quickly and clearly, and with chilling relevance. In fact, the campaign was felt to be so hard-hitting and successful that it was rolled out to numerous other local authorities.