Brazil were given the mission of positioning AXA as a key player in the UK road safety debate – not only helping to bring road safety issues to the media’s attention, but to actually make a difference.
There are many other businesses trying to pitch into this debate simply to gain PR, but AXA wanted to do something more, to help reduce the number of children involved in road accidents.
We set up a three-pronged programme – first of all, we had to raise awareness by building knowledge of what’s actually happening on our roads. Next, we aimed to place AXA in the heart of the tight-knit road safety community. And thirdly, we planned to use our knowledge and research to effect changes, and help to bring down the number of road traffic accidents.
The ground-breaking AXA RoadSafe Schools campaign began.
Initially, we produced a hard-hitting report examining the past 10 years in road safety. The report revealed concerning increases in child pedestrian casualties, and debunked several current assumptions about road safety.
To make this information easily accessible to a national audience, we developed the world’s first Local Road Safety Index. This index is searchable by postcode, and enables people to find out how many accidents have occurred within 500 metres of every school in the UK.
The AXA RoadSafe Schools report was featured in over 300 newspapers in the UK, including 10 national titles. It also hit broadcast, featuring on ITV Daybreak and BBC Breakfast, and a multitude of radio stations up and down the country. Road safety was definitely back on the media’s agenda, but we didn’t stop there.
We launched the Local Road Safety Index, with hard-hitting data. AXA research made headlines in every national newspaper and nearly 450 other print and online publications. We were also kept busy with appearances on Sky News, ITV News, BBC Breakfast and 179 radio stations.
The Department for Transport, local MPs and Road Safety Officers, and thousands of British residents voiced their concerns about road safety. What’s more, within six months of launch, the support and data of AXA RoadSafe Schools helped at least two local groups successfully campaign to reduce speed limits near schools in their area.
This is just the beginning…