Agency: Abbott Mead Vickers.BBDO | Authors: Annabelle Watson and Clare Hutchinson |
Department for Transport – Think!ing like a brand: how a brand idea drove down road casualties
IN SHORT ...
Most brand stories are about focus. This case shows how the Department for Transport (DfT) shifted from a conventional model of individual high impact campaigns to an integrated brand idea capable of broadening reach across multiple issues.
In 2000, a White Paper was published setting challenging targets to abate an increase in the number of casualties. So the DfT decided to broaden its focus and address multiple...