SC22166 - Road Safety - Crown Commercial Services Framework

The campaigns focus on creating awareness of improved behaviour across all road users and on using behavioural change techniques and informative education to deliver key messages to road users. We use mass messaging techniques countywide but can also be specific to area or district. These messages communicate effectively across a wide area within a short timescale, ensuring there is consistency and enabling local education or training activity to benefit from the credibility of association with a bigger message. The campaigns are an annual programme that coincide with the National Policing Calendar, consequently our campaigns run alongside the issues the police are enforcing. An annual campaign calendar also ensures that we work collaboratively with our partner agencies on the same issues at the same time, ensuring consistent messaging across the county. Having a programme of campaigns throughout the year gives us the opportunity to continuously target specific road users and their behaviours. We are able, across the year, to target specific areas that occur highly in the crash stats and can not only target online audiences but also within town centres, radio, TV and pubs.

All of our campaign creative has been developed, our requirement for this procurement exercise is for media buying, exclusively; if we require further development of creative, this would fall outside of this framework and procurement regulations apply. Most campaigns, dependent on the total cost of the campaign, undertake a pre and post and often midterm research exercise with a market research company; this helps us to understand where the campaigns are being well received and if the public are reacting in a positive way and their behaviours have changed. It is particularly reassuring when public behaviours and opinions have clearly changed, but if they have not, it can give us a clear indication of where we still need to campaign and increase our messaging.