Road Safety (Northern Ireland)

This case explores how a £8.68million investment in co-ordinated road safety advertising made a significant contribution to an economic payback of £704.35 million, over a nine year period, 1995 to 2003.
Agency: LyleBailie InternationalAuthors: Pauline Kerr, Dawn Reid, Robert Lyle, Julie Anne Bailie and David Lyle

The Longer Term Effects of Road Safety Advertising

INTRODUCTION

Road deaths grab headlines everyday. Journalists often ask – is the advertising working?

This case explores how a £8.68million investment in co-ordinated road safety advertising made a significant contribution to an economic payback of £704.35 million, over a nine year period, 1995 to 2003.

The human payback was in the 2774 lives saved from death and serious injury, compared to the previous nine years.

While previous case studies have examined the effectiveness of...

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