What did Highways England do?
Highways England ran a national marketing campaign across multiple platforms during and leading up to summer 2017.
This was to reduce the number of breakdowns and casualties relating to poor vehicle maintenance, including tyre checks, and we set ourselves the following objectives:
- Reduce the number of reported breakdowns on our motorways and major A roads (the ‘strategic road network’)
- Improve awareness of the importance of tyre and vehicle checks, among the target audience, in advance of long or significant journeys
- Increase the number of motorists who carry out these checks
The advertising campaign has resulted in 48% of our target audience saying they were more likely to perform vehicle checks having been exposed to the campaign.
Most positively, 15% more respondents have carried out vehicle checks prior to a recent journey having been exposed to the campaign. This shows a direct link between advertising and real-life action.
Evidence that the behavioural strategy has had real-world impact can be measured using recent breakdown data.
This shows a decrease in breakdowns during the summer and Easter period. For example, one set of breakdown figures for August 2017 show a reduction of 1,722 compared to August 2016 – and lower than the same month across the previous five years. Breakdown data also shows a significant decline in breakdowns during the Easter period from the previous year.
Like what you hear and want to play a part in making our roads safer, then simply contact TyreSafe on 01787 226995.