Golley Slater - London, UK

‘A Frightening Statistic’ - Golley Slater and The British Army

Off duty soldiers are twice as likely to be killed in road traffic accidents (RTAs) as civilian drivers. Our brief was to reduce the number of soldiers involved in fatal RTAs. What made this daunting task even tougher was that the soldiers themselves confessed to being impervious to safety messages. Or so they thought.

Golley Slater launched a TV, radio and ambient campaign, via Forces media. We used research to tap into the soldier psyche and find out exactly what would trigger a change in behavior – then using that to drive the creative.

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The results?

We’ve changed behavior over time, and saved lives overnight.

Phase one of the campaign has produced some startling statistics. Unprompted recall of 89%. 59% said they would alter their behavior. 29% said they would “change their driving forever”.

Perhaps the most startling statistic is that over the last 12 months, deaths per year have been reduced from 50 to 18.