Kent Road Safety - Campaign Concept & Asset Development

Brand, Marketing

How to get into those hard-to-reach areas

Helen BanyardHayley TownFrancesca Bryan
Discussed by

Helen Banyard, Director

So – here we have a really complex message, that we’re trying to get into the heads of an audience that is notoriously difficult to reach and engage.

Hayley Town, Account Manager

Oh yes, the elusive teen.  

We’d run this campaign previously to a slight younger audience with a ‘gaming’ angle to get their interest, but this time, we had to move it on a bit more. Building on the primary education but speaking to those kids who were starting to take their first journeys to school without their parents. 

Helen

Quite a responsibility! 

Kent Road Safety Poster

Hayley

Yeah  – being part of their education, helping them make ‘wise choices’

Fran Bryan, Designer

Are you sure we’re qualified on the ‘wise choice front’?!

Helen

Ha ha – of course we are and what’s more, we’re lucky to have some very youthful members of the team (like you!), so that we can at least engage in a fresh way, and move the creative on without it looking like typical council messaging. 

We did a lot of research into the audience, didn’t we, looking at key personas, so that we didn’t make too many assumptions. 

Hayley

We did and the client was keen  that we were able to guide them on who featured in the campaign – so we could almost give a range of ‘heroes’ that the audience might identify with. 

And it was to coincide with the move back to school after lockdown – so that September focus was a really important factor – the  audience hadn’t necessarily been out and about as much, traffic had maybe been a little less….and parents would be less involved at secondary school, so a peer-to-peer approach was essential. 

Kent Road Safety Poster

Fran

This was made even harder by the fact that we wanted to bring a sense of place into the campaign, a way to help the audience identify with the main character in the poster, by seeing them in their town. 

That was hard, but really important, to make it realistic, like their own journey to school. We wanted people to think ‘that could be me’. 

Hayley

And then we had a set of key messages that we wove into the character’s journeys – making sure that we didn’t miss a thing. 

Helen

And to make Fran’s job even harder – it had to look good!

Kent Road Safety Poster Kent Road Safety posters

Fran

Thanks guys, talk about a tricky brief!

Helen

We ended up with a really strong, bold campaign that hit social and outdoor media, so that we reached those tricky teens while they were out at about, as well as sitting on their phones inside. 

Hayley

Can’t wait to see the results from the research too! 

Kent Road Safety Poster