Drink Drive campaigners announced as finalists for Marketing Campaign of the Year at the Gloucestershire Echo’s Women in Business Awards.
The Gloucestershire Road Safety Partnership’s annual drink drive campaign has already been praised for bringing down the number of drivers being arrested in the county over the Christmas period.
And now the campaign has been shortlisted as a finalist in the Marketing Campaign of the Year category for the Gloucester Citizen and Gloucestershire Echo’s Women in Business Awards. The winners will be announced on Thursday this week, at a glittering ceremony at the Hatherley Manor Hotel.
The campaign, “Eat, Think, Be Merry” combined police enforcement with a full scale media campaign. The campaign aimed to communicate with drivers over the Christmas period at the point of sale of alcohol, the point of driving and at the point of purchase of fuel. The media campaign, which ran across billboards, on street signing, on radio, online and across social media platforms was shown to have actively affected driver behaviour across the county.
The formal evaluation of the campaign showed that over two thirds of residents surveyed had seen or heard the campaign, an increase of 12% on the 2012 campaign. And almost half said that the campaign would convince them not to have a single drink if driving. The Partnership recorded the lowest levels of drink driving in the county since 2010.
Natalie Oakley, Public Engagement Manager for the Road Safety Partnership said: We are absolutely thrilled to be finalists in the Marketing Campaign of the Year category. It’s great to know that the campaign has been regarded so highly and it’s a real testament to the quality of our partnership working.”
The Women in Business Awards provide a showcase for women who make a real difference on the county’s business scene.
Pictured: Natalie Oakley & Ruth Griffiths, Public Engagement Team, Gloucestershire Road Safety Partnership.
Notes to Editors:
The enforcement element of campaign showed a downward trend in the % failure rate of roadside tests, falling from 3.8% in 2012 to 3.6% in 2013.