To deliver a targeted, relevant campaign, our first step was to conduct more audience research, utilising Marmalade’s customer database. We sought information on abuse on the roads in more detail, focusing on experiences, frequency of abuse and data about where it happens, how it happens and its impact.
Using the data we compiled a report, highlighting the scale of abuse learners receive whilst on the road, including standout figures and statistics.
To maximise the campaign’s impact, we petitioned the Government to increase the consequences for those abusing learner drivers. The report’s main call-to-action was signatures on this petition asking the UK Government to make disregard for learners’ safety an aggravating factor in driving offences.
Learner/young drivers shared compelling stories of their own experiences, whilst driving instructors provided dashcam footage, which formed a valuable asset for the campaign – especially from an outreach point-of-view.
To boost the report’s credibility, we sought comments and explicit backing from the Driving Instructors Association (DIA), Approved Driving Instructors National Joint Council (ADINJC) and insurance giant, Ageas.
As campaign momentum gained and signatures were given, we analysed the data to find constituencies that were backing the campaign the most. With that data, we gained a comment from the MP for Liverpool Walton – whose constituents had signed the petition the most, along with his public backing of the campaign.
Our outreach strategy was to be as proactive as possible. We only had a short six-month window to outreach and explore angles. The time frame narrowed the scope of journalists we outreached to (particularly national and trade), with the same journalists appearing on outreach lists, we risked going under the radar and saturating our media lists.