TfL Isaac Little hosted a session this week to feed back on marketing for a new campaign for London road safety in general and also from a freight perspective, before it is finalised. ‘Road danger reduction campaign.’
Three sub-campaigns that TfL are looking to launch were discussed, all of which have relevance for freight, and were covered in the busy interactive virtual session that included IOC and broad representation of express final mile brands.
Highway Code – ‘we need a link from the promotion direct to the Code’.
There was focus on the new rules introduced in 2022 and reiterating those rules where awareness was low including hierarchy. A focus on promoting awareness of the Highway Code targeted at road users in London will be based on channels using social media, a TfL film video and paper advert boards. Promtion targeted for road safety week. A short and longer You Tube video is in edit. The You Tube showcased using colour shift from yellow, opening with a yellow box moving toward a zebra crossing toward end screen in mono tones. Discussion on the You Tube asked for multi mode of vehicles. Chris Floyd from Evri spoke about adding a link such as a QR code to the Highway Code detail.
Risk & Responsibility – ‘Every journey matters’
A view to encourage people to take responsibility for keeping those who are more at-risk than they are safe. The strap line, ‘the damage you can do’. A media piece cutting between damage and cause. Three themes explained. ‘The damage you can do – Protect the most at risk – The greatest responsibility. A final montage on each for a positive, final strap line ‘every journey matters.’ Extensive discussion on the images followed and the final message of conclusion.
Riders
A campaign aimed at improving awareness of all two-wheeled road users (cyclists, motorbikes, e-bikes) as well as the actions that can be taken to improve their safety.
Media on two themes, Family photo. ‘look and look again film, a group of flat share girls with a news ending that is a dark result of loss. The Seeker, following a young child seeking her lost father from a road accident. Finally a radio script , a simulation of I spy seeking a lost one from a road accident.
