Kent & Medway Safety Camera Partnership

Driving Business Safely

Driving Business Safely is an annual campaign run by Kent & Medway Safety Camera Partnership to promote the importance of safe driving practices at work. Having worked on the campaign for the previous four years, Zest was invited to pitch for the 2010 project and was successful in winning the business.

As well as communicating with the existing database of names (built up from previous DBS campaigns), we also recommended targeting a new list of companies in key industries, including transport and distribution. This would enable us to enhance the opportunity to see and give further reach to the campaign, as well as increase the size of the DBS database.

As such, we sent an engaging DM piece to fleet managers, HR managers, and senior decision makers of mini bus/bus operators, HGV transport companies and wholesale/distribution companies in Kent and Medway, whose drivers - according to research investigated prior to the campaign- are at high risk of having a crash while driving for work. A DM piece similar in style, but with amended copy, was also sent to the current database. It focussed on employers and drivers playing their part to help bring down the number of people killed or seriously injured each week in the UK as they drive for work, from a staggering 200 to 0.

Both DM pieces directed the recipients to www.cutthecrashes.com, a microsite we created for the campaign. Here, our audience could register a few details to gain access to downloadable materials including an ‘employer advice leaflet’ - with information on law updates and advice on fatigue, speeding, mobile phones, own vehicles and load safety – and an ‘employee advice leaflet’ which provided facts and guidance concerning key issues that affect drivers. Other information available includes crash statistics, a map of camera locations in the county and road safety links.

To gain further campaign coverage and drive larger numbers to the microsite, we executed radio advertising on Heart Kent targeting those driving for work through commercial airtime and overnight sponsorship. Advertising in the county’s key business press was also booked, and a Twitter page created and updated daily.

For KMSCP stakeholders and partners – who we were required to reach – a branded e-blast was created and distributed to all employees, again directing them to the microsite and its downloadable materials.

In the first month alone, the microsite had 209 unique visitors and 861 page views.