Media Buying for Road Safety Campaigns by Kent County Council
Awarded 15 Nov 2022
About
Kent County Council awarded a contract to Manning Gottlieb OMD for media buying services to support annual road safety campaigns.
The campaigns aim to create awareness of improved behaviour across all road users and use behavioural change techniques and informative education to deliver key messages.
They employ mass messaging techniques countywide and can be area or district specific, communicating effectively across a wide area within a short timescale.
The campaigns coincide with the National Policing Calendar and run alongside police enforcement issues, ensuring consistent messaging across the county and collaboration with partner agencies.
The annual programme allows continuous targeting of specific road users and behaviours, including online audiences, town centres, radio, TV, and pubs.
All campaign creative has been developed; the requirement was exclusively for media buying.
Most campaigns, depending on total cost, undertake pre, post, and often midterm research with a market research company to understand reception and behaviour change.
The contract value is £240,000.
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