Road Respect - Campaigns
Road Respect has been growing from strength to strength over the years. The campaign has been using creative marketing methods, such as online social networking groups and online television, to push the initiative and increase awareness. Currently, advertising is strategically used and positioned to touch the daily lives of drivers and pedestrians in the North East. Road Respect wants to change driving culture in the region to one that is positive and respectful - highlighting the consequences if such an attitude is ignored.
On the Streets
You will see Road Respect at every corner you turn! With buses and Metro carriages crammed with Road Respect material that highlight the key messages to safer driving in the region. Commuters are a major target audience to the initiative, which is why advertising on local transport is important, catching the attention of people's lives on their way to work. Our bus rear advertising is extremely effective - with 1 in 4 drivers who have seen the Road Respect campaign, feel it has influenced the way they drive.
Radio
There is blanket coverage of the Road Respect campaign throughout the region, which includes all key radio stations in the region. Road users will hear a selection of adverts that highlight the issues of disrespectful driving. Currently, we are pushing our latest advertising campaign 'Already Dead', which you can listen to on the right.
Television
The latest advertising campaign, 'Already Dead', hits the television screens for the first time for Road Respect. After a fun-filled 2 days in getting the advert ready for action, it conveys a serious message in driving safely. Your actions as a driver will determine whether you stay alive, or whether you have entered the car 'Already Dead'. Watch the advert here.
Online
Using the internet as a medium to engage with a younger audience is crucial to the success of the campaign. Talking to teenagers who have recently passed their test can make a considerable difference to their attitude to driving. Road Respect has a number of online initiatives including KrashTV.co.uk, featuring Driven2Distraction, KrashTube and Punk'd my Ride. Road Respect also has a presence on Facebook, Myspace and YouTube to ensure that no familiar online media platform is ignored.