Expert outdoor media planners Out of Home International received an advertising brief from Bedfordshire and Luton Casualty Reduction Partnership www.drivesafely.org to showcase the importance of driving safely to reduce road casualties.
Laura Rigby, Outdoor Consultant at Out of Home International worked on a proposal for the partnership and devised a proximity campaign of petrol nozzles showcasing the drive safely messages in supermarkets and forecourts in Bedfordshire and Luton.
The campaign delivers strong simple messages to drivers whilst on the road to remind them to use ‘Safe’, ‘Appropriate’ speed and that at certain locations it is ’30 for a reason’. The design includes words ‘Village’, ‘Children’ and ‘Family’ to make drivers aware of their surroundings and who could be affected by hazardous driving.
Petrol nozzle advertising is a diverse format of Outdoor Advertising and has been used by Bedfordshire and Luton Casualty Reduction Partnership as it is a good media format that can directly reach their target audience safely whilst on the road. Road users have the opportunity to take in the campaign and absorb the importance of the advice whilst filling up their tanks, and continue driving whilst the message is fresh in their minds.
The targeted campaign will run for four weeks and will be seen by 560,000 users of the petrol pumps, and a wider audience who pass through the supermarket forecourts when visiting the store.
“We were very pleased to work with Bedfordshire and Luton Casualty Reduction Partnership at Out of Home International, as it gives an important public service campaign the chance to reap the rewards of large audiences engaging with the petrol nozzle advertising. From the client brief, Out of Home international recognised how important it was to reach the target audience, it was clear that this is one of the more effective media opportunities in the area of Outdoor Advertising.” said John Kehoe, Managing Director of Out of Home International.