YOUNG DRIVER EDUCATION WEEK
Aim of the campaign:
To put the spotlight on the importance of young driver education
How we activated our ideas:
Working alongside Paralympic gold medallist Josie Pearson MBE we visited schools across the UK to deliver some hard-hitting road safety messages. Josie was paralysed herself in a young driver road accident aged just 19. The activity supported Goodyear’s Driving Academy programme, a scheme aimed at children from the age of 11 in an attempt to reduce the number of young driver road accidents.
Coverage highlights:
BBC Newsround, Sunday Times, Daily Telegraph, BBC Radio 5 Live
This short film shows you how we staged such an important event.
RETURN OF THE GOODYEAR BLIMP
Aim of the campaign:
Goodyear wanted to raise awareness about the importance of road safety as its iconic Goodyear Blimp returned to the skies.
How we activated our ideas:
Taking the lead on a number of road safety initiatives, the Goodyear Blimp became the focal point for Goodyear’s consumer based activities and events. It also provided Goodyear with a platform to promote its advances in tyre technology that has ensured safety for drivers and their families. The campaign centred around research we commissioned to show that the UK population had a poor understanding of The Highway Code. The statistics showed that road safety was being compromised.
Coverage highlights:
BBC Breakfast, Daybreak, Metro, Independent
WINTER DRIVING MASTERCLASS
Aim of the campaign:
To better prepare motorists and encourage safer driving during the winter months
How we activated our ideas:
By educating motorists on the benefits of winter tyres, we wanted to make roads safer when temperatures dropped below 7°C. We also want to show that winter tyres are a wise investment, that can save you money in the long run. By creating a web TV show that was streamed live across a number of different online environments we showed what people thought about winter tyres, how they adjusted their driving style to suit the conditions and how they felt behind the wheel when driving on snow and ice.
Coverage highlights:
Primary Times, Parent Wheels, Female First, Mumsnet