Campaign Objectives
The aim of our first National Highways activation was to improve road users’ awareness, knowledge and confidence around what drivers, specifically disabled drivers should do in the event of a breakdown on a motorway, including those without a hard shoulder, helping people feel more capable and confident should it happen to them. This campaign linked to National Highway’s main #Go_Left campaign.
What Did We Do?
16 Disability influencers split their content into 2 Phases. Phase 1, was focused around posting polls and questions to gauge the knowledge gaps, followed by Phase 2, which was focused around sharing and building the knowledge and confidence around ‘What to do in a breakdown’ and general road and vehicle safety, checks and guidance.
The influencers spoke about how the information from National Highways, including BSL advice, helped make things much easier for themselves or the disability community if they we’re to breakdown.
We then used the organic content to create an awareness focused paid campaign to amplify the content to wider audiences, including specific disability targeting.
