Highways Agency - Don't Be That Guy

Agency name: Iris Nation ltd
Client name: Highways Agency
Category: Cause or Charity/ Non-profit Marketing

BACKGROUND

Background:

The Highways Agency (via the Central Office of Information) is a Government agency responsible for England's strategic road network - managing traffic, tackling congestion, informing road users, improving safety and minimising adverse impact on the environment.

Previous state of campaign:

They focused on specific issues (such as towing your caravan safely), but had not embarked on a national campaign to tackle the root causes of congestion.

Challenge:

The Highways Agency is often blamed for the state of congestion, whilst in reality human error has a significant part to play. People commonly avoid taking responsibility in terms of checking traffic updates and planning their routes.