Road Safety Campaigners announced as winners at the Gloucestershire Women in Business Awards.
Campaigners from the Gloucestershire Road Safety Partnership were honoured this week at the Gloucestershire Women in Business Awards. The team, who led the 2013/14 winter drink drive campaign, scooped the “Marketing Campaign of the Year” award 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 truly delighted to have won “Marketing Campaign of the Year”. The aim of the Partnership is to reduce casualties on the roads in Gloucestershire and although we never set out to win awards, being recognised in this way has been truly uplifting for all. The award is testament to the benefits of partnership working and we are delighted to share this award with our colleagues in Gloucestershire Police including the Special Constabulary, Gloucestershire County Council and Gloucestershire Fire & Rescue.”
The Women in Business Awards provide a showcase for women who make a real difference on the county’s business scene.
The Partnership team joined by Jenny Eastwood, editor of the Citizen
(from left to right)
Garry Handley OBE, Natalie Oakley, Ruth Griffiths, Inspector Kevin Roseblade, Steve Lindsay MBE, Jenny Eastwood, David Pedrick-Friend
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.