CAMPAIGN TOOLKIT
www.gateshead.gov.uk/ne-roadsafety
CAMPAIGN
OVERVIEW
‘Look Out for Each Other’ is the overarching theme for Road Safety GB
North East’s region-wide, two-year road safety campaign, which is
being unveiled on Thursday 25 February.
During the next two years, all road safety
campaigns developed by the partnership
will sit beneath the ‘Look Out for Each
Other’ brand.
The campaign aims to highlight the
greatest risks on the roads and those
road-users who are most vulnerable. It will
educate and inform people and will
ultimately encourage them to be more
considerate on the roads and, whether they
are a driver, pedestrian, motorcyclist or
pedal cyclist, to take care on the roads and
look out for each other, especially at times
of higher risk.
Campaigns over the two-year period will include:
• Motorcycle
• Cyclists
• Young driver
• Pedestrian
• Drink/drug driving
• Seatbelts/restraints
• Children
• Distraction
• Speed
• Driving for work
• Older road users
PR and social media will be at the core of every
campaign we launch, with additional marketing
activity specific to each campaign.
CAMPAIGN
OBJECTIVES
1
2
3
4
5
Persuade all road-users, including drivers, at work drivers, pedestrians, motorcyclists
and cyclists to take care on the roads, act safely and look out for each other
Reduce road casualties and fatalities in the region
Encourage partners and members of the public to engage and interact with the
campaign by sharing social media posts etc
Position Road Safety GB North East as the experts in the region on safe road use
and best practice
Enable all partners in the region to speak with one voice on road safety
TARGET
AUDIENCE
KEY
MESSAGES
All road-users including
drivers, at work drivers,
pedestrians, motorcyclists
and cyclists.
Take care on North East roads, act safely and look out for
each other
North East roads are for everyone – drivers, at work
drivers, pedestrians, motorcyclists and cyclists.
Slow down and look out for each other
Anticipate other people’s mistakes and be ready for them
Adjust your driving according to your environment
HOW YOU CAN HELP
Inform us of good
case studies for use
in the campaign
Publish campaign
press releases on
your website and
share through your
communications
channels
Use the digital
resource pack
provided
Having good case studies will increase the impact and media
exposure of the campaign – the media is much more interested
in running an article if it’s supported with a relevant case study.
If you know of any good case studies, please get in touch well in
advance of any specific campaign launching.
In addition to issuing press releases to the media, we will send
them to partner organisations for inclusion on your own
websites, intranet sites or in newsletters. Feel free to personalise
the press releases by adding in quotations or statistics relevant
to your own local area that support each campaign.
Please publish the press releases on your own websites, making
them easy to find and linking to them where appropriate.
If communications contacts within your organisation change,
please provide us with the new details so we can ensure we’re
sending press releases out to the right people.
For each campaign there will be a digital pack containing:
• Web adverts
• Social media headers
• Electronic copies of campaign materials produced
such as posters, leaflets, videos
The digital pack will be available from the campaign website
www.gateshead.gov.uk/ne-roadsafety
Please use the digital pack to further enhance the campaign by
including the web adverts on your own organisation’s web pages,
using the social media header panels if appropriate at the launch
of the campaign, pushing out campaign materials through your
established networks and linking to campaign resources through
your existing communications channels, such as on your website,
in e-newsletters etc.
Enhance the
campaign using
your organisation’s
social channels
Exposure of the campaign will be far greater if all partners push
social media content published through Road Safety GB North
East accounts through their own social media channels, targeting
established networks and audiences.
All campaign social media content will be published through Road
Safety GB North East’s main Twitter and Facebook accounts:
@RSGB_NE
/RSGBNE
Please retweet/share/like our posts to further increase reach
and engagement.
The primary campaign hashtags will be:
#LookOutForEachOther
#Staysafe
#Roadsafety
Any video content will be published on the Road Safety GB North
East YouTube channel:
www.youtube.com/rsgbne
Please make sure you subscribe to the channel to receive updates
when new video content is uploaded.
Tie your own
campaigns in
with the planned
campaigns
The campaigns will be carefully planned to ensure they launch at
optimum times and, where appropriate, in conjunction with other,
national and regional themes.
The timeline and plan for each of the campaigns will be shared
with partners prior to the campaign launching, so you know what
will be happening when.
If you have your own campaigns running at a similar time, please
talk to us about how we can work together to achieve the best
campaign results.
Include the ‘Look
Out for Each Other’
logo on your own
campaign materials
The ‘Look Out for Each Other’ logo is the primary logo that will
feature on all campaign materials with the Road Safety GB North
East logo secondary.
As a Road Safety GB North East partner, it would further enhance
the campaign if you include the logo on your own road safety
campaign materials too. All we ask is that you follow the
guidelines showing how the logo should be used. Download the
logo and corporate identity guidelines from
www.gateshead.gov.uk/ne-roadsafety
Inform us of
any specific
opportunities you
have access to
Complete a post
campaign
evaluation form
If there are communications channels within your organisation
that we can access to further increase exposure of the campaign,
without incurring additional costs, please let us know. This could
include having content featured in newsletters, magazines,
e-newsletters, access to databases etc.
You may also be able to access free or significantly reduced
advertising packages on your organisation’s fleet of vehicles
(vehicle graphics) or buildings/open spaces/roundabouts
(banners). If any such opportunities are available, please talk to us.
After each campaign we will send the primary contact for each
organisation a post campaign evaluation form. Please complete
and return this form, highlighting how you have further enhanced
the campaign by sharing content, distributing information etc.
Where possible, please provide any known results in terms of
additional reach or coverage gained. This will give us a much
broader picture of how successful each campaign has been.
PROBLEMS OR
QUESTIONS?
Anything you’re unsure of?
Get in touch with:
Paul Watson
Hayley Stewart
Karen Westcott
Road Safety GB North East Chairman
DTW
DTW
03000 268166
[email protected]
[email protected]
01287 610404
07841 900146
[email protected]
01287 610404
07545 210067
[email protected]
@RSGB_NE
/RSGBNE
www.gateshead.gov.uk/ne-roadsafety