Case Studies

Army - Road Traffic Accidents

Campaign Objectives

• To influence risk-taking behaviour of troops returning from operations and then in subsequent routine in barracks, in order to make them aware of the fact that they are more at risk.
• To reduce the number of Army Road Traffic Accidents which has been rising since 2004, after falling year on year since 1998.

Challenges
To provide a campaign which will support a new initiative by the Army’s Chief Environment and Safety Officer to reduce the high number of post-operational tour off-duty Road Traffic Accidents. The Army loses nearly 30 people every year from RTAs off duty and troops are more than 2.5 times likely to die in a RTA than their civilian counterparts.
Campaign Low down
The campaign highlights the fact that due to the increased levels of risks experienced by British troops on operations, they are twice as likely to die on British roads as civilian drivers. The campaign comprises 2 x 60 sec TV commercials (aired on BFBS) and 11 x 30 sec radio commercials (aired on Garrison Radio ) . The TV will also be shown to troops as part of the ‘decompression’ process they go through on return from operational tours.
Results
Will be measured by reduction in the number of deaths recorded.