Changing perceptions of Speed Cameras
In January 2006 Barkers launched a campaign to raise awareness of the Scottish Safety Camera Programme, challenging the perception that speed cameras are mere revenue generators. Barkers had the challenge of generating positive publicity for something that appears regularly in the press, but not always from a positive angle.
Barkers focused on road safety aiming to subtly change road user’s perceptions of safety cameras. This was an integrated campaign combining both advertising and PR, which was targeted at all drivers within Scotland.
The PR was used to complement and substantiate the message displayed in the adverts ‘The real penalty for speeding’. To bring the message to life Barkers invited key speakers to the ministerial launch including an A&E consultant, chair of road policing and a bereavement service to speak about their experiences of dealing with ‘speed’ victims.
Barkers aimed to educate drivers on the dangers of speeding and the purpose of safety cameras on Scotland’s roads. A teaser campaign which looked at frightening Friday statistics for road fatalities and an urban myths press release on the real facts about safety cameras were two tactics used to educate drivers. A total of 44 press and online articles and 67 pieces of broadcast coverage were achieved throughout the country achieving an opportunity to see (OTS) of 46,346,392 people.
This campaign gained a Silver Award for the “Best use of media relations” at the CIPR PRide Awards in October 2006.