LEAFLET DISTRIBUTION

CASE STUDY

Leaflet Distribution / Motorists Case Study

Client: West Yorkshire Casualty Reduction Partnership

Campaign location: Across the top 20 most dangerous accident black spots in West Yorkshire, including Huddersfield, Ogden, Cleckheaton, Dewsbury, Wakefield, Cross Gates, Bradford and Leeds.

Brief:

To raise awareness of West Yorkshire's major accident black spots to drivers passing through them on a regular basis.

Campaign Description:

Dress accident black spot area:

• Displaying sandwich boards, to warn drivers that they are entering a dangerous accident black spot.
• Tying black ribbons to safety cameras; one for each life lost in that location.

Using promotion staff to approach traffic stopped at lights to:

• Explain to drivers that the location is a major accident black spot.
• Hand out print material to cars at traffic lights (and to suggest that drivers read it when they return home).

Staff wore highly visible branded vests.

Activity was executed during peak hours of 07.00-10.00 and 15.30-18.30.

Activity rolled out across 20 accident black spots for each shift.

Results:

• 50,000 motorists spoken to within the two-week-long campaign.
• 200,000 motorists passed by the roadside signage throughout the campaign.