Road Safety
Breathalyser Awareness Program - Australia
Client: Roads and Traffic Authority (RTA).
Target Audience: Men and women attending licensed venues.
Summary: The RTA used Convenience Advertising in New South Wales to encourage use of in-venue breathalyzer machines to prevent drink driving.
The program “Drinking Kills Driving Skills” was part of the RTA’s state-wide drink driving campaign. An RTA evaluation indicates there was an increase in the use of breathalysers during the September 2004 program.
It aimed to change behaviour of men and women in locus of risk venues in select Sydney suburbs.
Sixty-one narrowcast messages in 10 licensed venues aimed to raise awareness of the consequences of drink driving.
Messages reached about 62,200 patron visits per week in venues frequented by the target group. Two creative executions informed patrons of the risks associated with drink driving, with a venue-specific tagline signposting the location of the venue’s breathalyzer.
Central Coast Drink Driving Campaign - Australia
Client: Gosford City Council, Wyong Shire Council, The Central Coast and Central Coast Health.
Target Audience: Men and women aged 18-29 years; Licensed venue patrons.
Summary: In 2003, Convenience Advertising ran a collaborative local council campaign targeting young people attending licensed venues within Gosford and Wyong in New South Wales. The drink drive campaign was developed in response to a request from the Road Safety Officers in these regions.
A strategy was developed for installing specific driver safety messages regarding drink driving, which were specifically targeted to young women in the region. These messages were placed in venues which constitute a locus of optimal exposure, within a locus of risk.
This campaign enabled information to be displayed within venues which indicated approximately 47,000 female patron visits each week and ran for a three month period between July and October 2003.
The Drink Drive messages aimed to create greater awareness of the risks associated with drink driving amongst the target group. Local venue management and owners supported the placement of this important material as they also recognised a need for information targeting women on the issue of drink driving.
Motorcycle Awareness Week Campaign - Australia
Client: Roads and Traffic Authority (RTA).
Target Audience: Motorcyclists attending licensed venues.
Summary: The RTA joined forces with Convenience Advertising to promote motorcycle safety around Motorcycle Awareness Week from 16-23 October 2004.
The program primarily targeted male motorcyclists in locus of risk venues to encourage cyclists not to drink and ride.
The program aimed to create greater awareness of the risks associated with riding and the importance of wearing a helmet. Seventy-five messages in 20 licensed venues (hotels and clubs) in the Western region reached 39,180 patron visits per week.
Seat Belt Awareness Campaign - Australia
Client: Roads and Traffic Authority (RTA).
Target Audience: Truck drivers.
Summary: Convenience Advertising ran a three month road safety program targeting long haul truck drivers for the RTA.
Thirty-five messages in 15 key truck rest stops and service stations in the Western region encouraged truck drivers to wear a seat belt. The locus of risk program also highlighted the consequences of not wearing a seat belt. The program reached about 63,000 patron visits each week. Two creative executions informed truck drivers of the need to wear a seat belt when on the job.
Drink Driving Intervention Program - Australia
Client: Queensland Transport.
Target Audience: General population 18-50 years; Licensed venue patrons.
Summary: In 2005, Convenience Advertising Queensland worked with Queensland Transport to reduce drink-driving related accidents in key metropolitan cities and rural towns in Queensland. Several messages were placed within select clubs, nightclubs and hotels in order to raise awareness about the dangers and implications of drink driving.
The program, launched in December 2005, has targeted patrons of select hotels and clubs, passengers and drivers of vehicles as well as the general population aged between 18-50 years. With the placement of 434 messages in 100 loci of risk venues, the campaign has consistently reached over 600,000 patrons each week.
The narrowcast strategy was implemented in 16 cities and towns including Brisbane, Gold Coast, Dalby, Toowoomba, Mt.Isa and Townsville. Four distinct and highly targeted educational messages were employed to discourage the target audience from drink driving.
The messages specifically addressed random breath testing and encouraged the target audiences not to drive if they think they may be over the legal alcohol concentration limit.
Drugs and Driving Legislation Awareness Program - Australia
Client: Transport Accident Commission (TAC).
Target Audience: Heavy vehicle users within Victoria.
Summary: The TAC drugs and driving legislation pilot narrowcast campaign was developed by Convenience Advertising in response to legislation enabling Victoria Police to conduct random roadside saliva testing on drivers. Offences of testing positive to amphetamines of THC (the active ingredient in cannabis) and refusing to supply a sample were introduced in Victoria by the Road Safety (Drug Driving) Act 2003.
The narrowcast program targeted heavy vehicle users with the aim of:
• Informing the target audience of random roadside drug testing
• Raising awareness of the risks associated with driving under the influence of drugs
• Signposting referral services where drivers can obtain more information
Convenience Advertising installed over 300 display points in loci of risk and engagement venues including service stations, truck stops, transport and refueling depots.
Older Driver’s Intervention Program - Australia
Client: Transport Accident Commission (TAC).
Target Audience: Drivers over the age of 55.
Summary: In December 2005, Convenience Advertising began their sixth year of an older driver’s awareness campaign for the TAC using 10 focus tested messages targeting drivers over the age of 55.
The sixth month campaign targeted both males and females across Victoria in 213 loci of engagement venues such as RSL clubs and RVBA bowling clubs.
By implementing 621 display points, the campaign aimed to raise awareness of physical changes associated with old age and how these changes impact on driving ability.
The messages addressed the effects of slower reaction times, decreased body coordination control and reduced mobility on driving capability.
Along with A4 messages, Convenience Advertising also employed drink coasters, notepads and floor mats to expose the weekly venue patrons to the messages.
Drink Drive National Safety Campaign - Ireland
Client: National Safety Council.
Target Audience: Young people attending licensed venues.
Summary: In December 2005, Convenience Advertising Ireland implemented a national drink drive awareness campaign on behalf of the National Safety Council. The campaign was developed by Lyle Bailie International and provided a hard hitting, dramatic and emotive message aimed at reducing the road toll during the Christmas period.
The campaign featured two gender specific A4 messages, placed in a network of pubs and clubs throughout Ireland. 500 display points were installed and maintained throughout December and January.
The narrowcast component was modeled on a 60 second television campaign which aired in The Republic of Ireland and Northern Ireland. The campaign delivered the message that even just one drink is enough to impair driving.
Safety Camera Awareness Program - Wales
Client: Safety Camera Partnership of Wales.
Target Audience: Young male and female drivers.
Summary: The Safety Camera Awareness program was developed by Convenience Advertising Ireland in partnership with the Safety Camera Partnership of Wales in an effort to reduce road fatalities in Wales.
The program aimed to inform all motorists of operating speed cameras in particular areas.
Convenience Advertising developed a narrowcast communications strategy to bring the dangers of speeding to the forefront of driver’s minds. The strategy involved the placement of 144 display points in service stations, roadhouses and rest stops and roadside accommodation.
Results: Road safety camera data showed a 12 per cent reduction in collisions involving death or serious injury since the partnership began. This accounted for 240 less collisions. At static camera sites, the number of those killed or seriously injured in collisions fell by a staggering 79 per cent since the partnership began.
