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Powerful campaigns win Royal Awards

16 November 2010

Two inspirational media campaigns win Prince Michael International Road Safety Awards.

Thames Valley Safer Roads Partnership (TVSRP) secured its success with ‘Have-a-Kip’. Sussex Safer Roads Partnership (SSRP) won recognition for ‘Embrace Life’.

‘Have-a-Kip’ was created to address the high number of fatigue related crashes on major highways in the Thames Valley. By building links with high profile football clubs and businesses, the partnership successfully reached hundreds of thousands in its target audience at minimal cost.

Collision data was examined for 28-day periods before, during and after the issuing of campaign messages, and the findings are positive. They show fatigue related crashes on strategic roads were at their lowest level as a proportion of all crashes during the campaign.

‘Embrace Life’ is a video that highlights the consequences of failing to wear a seatbelt. It was commissioned by SSRP to send safety messages to drivers and passengers in Sussex without using shock tactics.

It was written and directed by Daniel Cox and produced by Sarah Alexander. To date, the video has had more than 18million views worldwide and hundreds of requests for use across the globe – ranging from NASA and government organisations to driving schools and even ESL (English as a Second Language) establishments.

The awards were presented at the Road Safety GB Annual Conference on 16 November at the Chesford Grange, Kenilworth, Warwickshire.

Read the press release

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