The festive season carries one of the biggest spikes in illegal driving activity. It also sees an increase in KSI (Killed and Seriously Injured) statistics in the area, meaning there will be an increased Police presence on the roads. With it comes the annual drink and drug driving campaigns. Always expected, mostly unrelatable and unfortunately in many cases, go ignored.
Gloucestershire Road Safety Partnership tasked us with creating an impactful and innovative campaign to spread awareness during the festive season. To stand out we needed to create something unexpected - so we ruined the joy of Christmas.
With the festive time of year comes an abundance of songs and carols; a tradition throughout the years to create joy and Christmas spirit. Our approach was to re-invent well known Christmas carols, changing the lyrics and with it taking away the joy and innocence the song once had. A juxtaposition to demonstrate how one small act can instantly change something.
We wanted to create a campaign that was unexpected from the norm. This was achieved by creating messages and scenarios people could relate to. Whilst also being educational and factual, and something they wanted to share. Most importantly we wanted to leave people asking themselves...is it worth it?
We outlined key areas for awareness across three main subjects; no alcohol, drug driving and the morning after. Statistics showed that age ranges most likely to be affected by KSIs, and also more likely to D&D drive, meant a focus on younger audiences. Our campaign was developed to resonate with 18-35 year olds.
We worked closely with partners: Gloucestershire County Council, Office of the Police & Crime Commissioner for Gloucestershire, Gloucestershire Fire and Rescue Service and Gloucestershire Constabulary. Our goal was to create a multi-media campaign that could strike a balance between serious and relatable, whilst always striving to maintain the essence of the original Christmas carols.
We wanted to create an engaging campaign that caught the attention of the target market while planning their night out but also at key behaviour moments. To capture the planning phase we launched organic and social media
activity across Snapchat, Instagram and Facebook as well as animated OOH advertising outside supermarkets and in Gloucester roadside screens. These all directed viewers to a specific landing page providing useful information and facts. We also considered key behaviour change moments, implementing these across posters and beer mats distributed to key licensed premises as well as with radio and Spotify advertising.
We worked with the Gloucestershire County Council Restorative Practice team to develop an ownable brand style that had the ability to communicate and deliver Restorative Practice in a variety of situations and audiences.
Mosaique was commissioned to develop an eye-catching style for Tewkesbury Then & Now, a major photographic exhibition showcasing Tewkesbury’s heritage.
