Context
On 17 September 2023, Wales became the first country in the UK to bring into force legislation to reduce the national default speed limit from 30mph to 20mph, making this one of the most complex behavioural change policies in the history of the Senedd.
Challenge
Lynn was tasked to significantly increase awareness, encourage acceptance of the policy, and build capabilities in drivers to understand when and where they should drive at 20mph. In addition, in cases of FOIs, we had to evidence this work was cost-effective and inclusive.
Communications objectives
- Reach:Minimum 1,750,000 drivers across Wales, equating to...