Admiral was contracted by the Thames Valley Safer Road Partnership from February 2010 to deliver a PR campaign incorporating social media, regional media relations and marketing support for their fatigue campaign ‘Have A Kip,’ with a specific target of driving traffic to the dedicated website and raising awareness amongst the target audience.
The Thames Valley Road Safety partnership’s campaign was devised to encourage a notoriously hard-to-reach audience to adopt behavioral changes which, in turn, would result in them making the decision not to drive when they are suffering from fatigue.
The primary targets were male drivers aged 17 – 25, particulary the Mosaic group classifications (D-H), who live in the Thames Valley. This area was identified as having a larger than the national average number of fatigue-related road accidents. The main aim was to reduce the number of fatigue-related deaths and injuries in the area by raising awareness of the situation and communicating key messages on how to overcome fatigue at the wheel along with positive behavioural messages.