The Department of Environment, Transport and the Regions is to merge its three major road safety campaigns, resulting in a 50% increase in adspend to £9 million this fiscal.
Abbott Mead Vickers BBDO next month will unveil an umbrella campaign to replace separate drives on drink-driving, rear seat-belts and speeding. The integration will see a year-round multimedia presence by the DETR, spending around £6m on TV ads, £2m on radio and £1m on outdoor and ambient media.
In addition to the input by AMV, promotions agency Perspectives has been hired to give the merged campaign a "high-street presence" and win backing from companies involved in the motor industry.
D'Arcy retains its £1 million campaign on child road safety.
News Source: CampaignLive (UK)