Driving importance of motorist fitness for Road Safety Week
The Tonic was asked to develop a campaign to leverage a collaboration between the Road Haulage Association (RHA) and national optician Vision Express. The core objective was to target drivers – both public and professional – with messages about the importance of a routine eye test, amid research showing the significant impact of driver vision on UK road safety. Road Safety Week was earmarked by The Tonic as a key hook to focus activity around, linking into the annual campaign by charity Brake, and The Tonic recommended activity to lobby for ‘Eye Tests Save Lives’ to be broadcast on UK major roadways. In addition, a mobile eye test ‘Vision Van’ toured a number of significant motorway service stations, offering free eye tests to road users.
Media outreach spanned national, regional and online outlets, promoting the Vision Van tour and the free eye test offer, plus packaging case studies of people who have had sight issues detected thanks to an eye test. More than 140 pieces of coverage were generated, including standout national exposure on in The Independent, i, This is Money and indepth features across major regional newspapers. The reach exceeded 170 million consumers, with an advertising value equivalent of over £450,000. 100% of coverage was positive and featured a brand reference.
While the lobbying initiative was positively received, it was not implemented across the whole of the UK. However, the success of the transport PR campaign paved the way for a renewed lobbying effort mobilising support of local MPs, which is ongoing. Additional support offered by The Tonic for the collaboration with the RHA included developing presentations on vision and road safety to secure buy-in from its member base, drafting advertorial content, holding briefings for senior executives across both organisations and engaging support from RHA’s ambassador, British motor racing champion Tom Ingram.