Highways Agency wins Gold award for driver awareness campaign

A Highways Agency national campaign to encourage road users to be adequately prepared for their journey was awarded gold at the Institute of Sales Promotion Awards on 4 June 2009.

The award from the ISP recognised the effectiveness of the campaign which encouraged road users to drive responsibly and plan appropriately for their journeys, and was seen by a large number of drivers. The judges commented on the "genuine insight" and humour of the concept.

The "Don't Be That Guy" campaign targeted road users last summer with a series of communications strategically placed to target drivers at key moments prior to and during their journeys, and included motorway service areas, specialist motoring magazines, partner retail outlets and websites, as well as online at the Highways Agency's website (highways.gov.uk). The campaign was promoted by the Agency and created by integrated marketing agency iris, who were commissioned by the Central Office of Information.

Annie Swift, Chief Executive of the Institute of Sales Promotion, said: "Responsible marketing can lead to a positive change in behaviour, and the Highways Agency's Don't Be That Guy campaign was clearly targeted at doing exactly that in a well-defined segment of the driving population. We were pleased to award them the ISP's Gold Award in the not-for-profit category this year, and welcome them as ISP members."

The Highways Agency will continue the campaign this summer with a refreshed message designed to reach a wider audience. The next phase of the campaign will encourage road users to prepare for their journeys and direct them to the different road information services provided by the Agency.

"We're delighted that the ISP has recognised the success of our campaign with the Gold award", said Gill Stevens, Head of Communications for the Highways Agency, "particularly amongst such tough competition. As a government agency we always strive to make our customers' journeys safer and more reliable. This campaign encourages drivers to play their part by driving responsibly and thinking about the trips they make, planning their journey and checking traffic conditions, servicing their vehicles regularly, and carrying an emergency kit."