A campaign that Stripe worked on with The Scottish Government and Road Safety Scotland (part of Transport Scotland) has received a prestigious Prince Michael International Road Safety Award.
This award recognises a ground-breaking campaign aimed at reducing the number of fatalities on Scotland’s country roads.
The innovative Country Roads campaign, fronted by former Formula 1 racing driver David Coulthard, sought to get across the message that ‘even the best drivers in the world adjust their speed on country roads’. It was selected as a winner from 70 campaigns and initiatives throughout the world.
Stripe Communications, the leading strategic PR consultancy, has been awarded the Scottish Government Safer PR contract.
A major cluster in the Scottish Government Marketing Framework, Safer spans a wide range of topics which encompass road safety, anti-social behaviour, community safety and justice related communications. The contract duration is 12 months, with the option to extend the contract up to three years.
Stripe will be working across the key campaigns outlined for 2013/14 – Drink Driving and Country Roads, as well as the anti-knife crime campaign – No Knives, Better Lives, Resilience – which focuses on ensuring the Scottish public is prepared for or any emergency situation including bad weather and drug information service, Know the Score. The contract will kick-off immediately and will see Stripe working with Newhaven and Whitespace to deliver the integrated social marketing campaigns.
Vicki Steel, Joint Managing Director, Stripe, said; “As one of the most highly regarded clusters, Safer is a significant win for Stripe, cementing our reputation for delivering strategic social marketing campaigns that make a real difference. With over four year’s experience across Road Safety, Resilience and Community Safety we look forward to bringing in-depth knowledge to deliver more bold and creative Scottish Government campaigns.”
Country roads account for around 70% of all road fatalities in Scotland and three out of four of those deaths are men. Coulthard is lending his support to the campaign to get across the message that even the best drivers on the world adjust their speed on country roads.
The campaign is being rolled out across TV, radio, online and cinema during March to make motorists aware that they don’t have to be going over the speed limit to be driving too fast.
It is thought this ground-breaking approach is the first time a former Formula 1 driver has fronted such an advert.
To view the advert click here.