Road Safety initiative devised by Pertemps Driver Training in partnership with ‘The Honest Truth’ were highly commended at Brake’s annual Fleet Safety Awards in 2017. The awards recognise the achievements of those working to reduce the number of crashes involving at-work drivers, bringing together fleet operators and suppliers to celebrate and share best practice in managing road risk.
The Sustainable Intervention Award – WINNER
The sustainable intervention award recognises schemes with a long-term commitment from management, coupled with sufficient human and material resource and a contingency strategy that will maintain the programme.
Partnership Scheme of the Year – GOLD WINNER
This award recognises outstanding examples of engagement from either within the public sector, or through reaching out to the private sector, to improve young driver road safety. More than the initiative itself, the judges looked at how the partnership worked to leverage the key strengths of each partner.
Young Driver Campaign of the Year – BRONZE WINNER
Whether a high-budget national campaign, or a local one run on a shoestring, this category was judged on effectiveness, creativity and scalability. In addition to the young driver campaign message itself, the judges looked for the best use of media (print, digital, radio, video, etc.) and opportunities for evaluation.
Gold Award – Best Campaign £10k or under
This hard working campaign, set against smart objectives involving the police and fire services, drove the campaign and meant that a good mixture of publications and face to face techniques were achieved. There was creative use of animal personalities, which resonated with the target audience and resulted in good feedback, particularly in terms of changing attitudes.
Gold Award – Best Not for Profit Campaign
This campaign had strong feedback from instructors and young people, and the judges particularly liked the measured behaviour change. It used creative and engaging material, which resulted in good feedback, particularly in terms of changing attitudes. There was good use of focus groups from the start to ensure that the literature was targeted and therefore well received.
Gold Award – Best External Publication (ADI Resource Booklet)
The judges felt that there was strong feedback from instructors and young people, together with measured behaviour change in this entry. The creative and engaging material resulted in good feedback, particularly in terms of changing attitudes. There was also a good use of focus group insight from the outset to ensure that the literature was well received.
Gold Award – Best use of Measurement and Evaluation
This entrant was above and beyond other entries from the region and really stood out and impressed the judges in respect of measurement and evaluation. There was a strong mix of independent research on the campaign, alongside sign ups and likert scales measuring attitude and behaviour change. This research will help to develop and refine messages for future campaigns. The judges particularly liked the fact that the outcomes were linked to smart objectives.
Finalist – Best use of Photography and Design
Winner – Best Leaflet Flyer or Publication (ADI Resource Booklet)
The publications submitted were part of an impressive partnership road safety campaign which aimed to raise awareness of safer driving among parents and learners. The publication objectives linked to the overall communication objectives. The imagery and messages developed were considered and proven to be effective in the thorough evaluation.
Winner – Campaign of the Year
The Honest Truth is what the South Devon based cross agency partnership of the same name wants to tell young people aged 17-24 about the key causes of death and injury on the roads. Its campaign uses one clear strategic focus, identifying driving instructors as key opinion formers. Based on thorough pre-research, it developed a memorable creative concept, illustrating the key types of dangerous driving behaviour with an animal-headed young driver. These were primarily used as flash cards and other teaching resources for participating driving instructors, backed by other media including an emotional You Tube video. Backed by thorough evaluation, including detailed research by the University of Plymouth, this campaign is an excellent example of how much can be achieved at relatively low cost by bringing together professional expertise through partnership working.
Highly Commended – Partnership Excellence
Finalist – Best not for Profit Campaign
Highly Commended – Public, Private Partnership
Commended – Innovation in Communication