National Highways is highlighting the little ways in which drivers can make their motorway trips safer and more enjoyable with a laid-back new campaign.
Devised by creative agency FCB London, the creative will be spearheaded by a 30-second spot and supported by nationwide out-of-home assets that illustrate how drivers can be more considerate on the motorways, ultimately making their journeys safer.
Forming part of the government agency’s wider behavioural change campaign, ‘Little Changes Change Everything’ looks to inspire drivers into adopting safer and more conscientious attitude on the motorway.
“When eager to get to a destination, some drivers don’t always think as much about other drivers on the road as we should. But we know that tailgating and lane hogging is very frustrating for drivers and dangerous,” National highways head of marketing and events, Alison Holliday said.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“Our campaign shows that all it takes is making some small changes to your driving behaviour to make motorway journeys safer and less stressful for everyone.”
The hero creative centres around two key aspects, namely that drivers should stick to the left hand lane unless overtaking and that they should stick to the two-second rule at all times.
With media planning and buying handled by Wavemaker and OmniGOV at Manning Gottlieb respectively, the campaign will run across TV, audio, out-of-home and social channels through to 31 March.
FCB Londojn chief creative officer, Owen Lee added: “The new campaign highlights the benefits of good motorway driving behaviour. Through music, we tell the story of Darren, a driver feeling empowered to drive in a way that changes his and everyone else’s motorway driving experience for the better.”
1 Comment. Leave new
As middle lane driving is a well known hazard that needs addressing your advert was necessary .but the content was ridiculous considering the gravity of the message.ie a man driving whilst singing silly songs ???