Department of the Environment for Northern Ireland

Continual death and tragedy on Northern Ireland’s roads has prompted journalists to ask – do shocking TV ads work? Individual road safety TV campaigns for the Department of the Environment NI have won a number of Effectiveness Awards for their specific results.
Agency: McCann-Erickson Author: Not credited

the department of the environment for northern ireland

'The road to results'

THE PROBLEM

Between 1987 and 1994 a total of 16,116 people were killed or seriously injured on Northern Ireland's roads. Against this background of personal tragedy, in 1994 McCannErickson was appointed by the DOE to handle road safety advertising in Northern Ireland and the first campaign ran at the start of 1995.

After extensive research McCannErickson recommended a new 'shock' strategy for road safety advertising which pushed DOE's creative work to the limits of what had been publicly acceptable....

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