Road Safety Authority (Republic of Ireland); Department of Environment Northern Ireland - Road Safety: Pedestrian safety - IPA Effectiveness Awards Case Study 2007

Brief Description: This campaign was introduced in November 2002 in an effort to reduce the number of pedestrian deaths and serious injuries. The message ‘Pay attention – or pay the price’ was used to make road users take personal responsibility and demonstrate that irresponsible behaviour would have consequences both for themselves and, more importantly, others. The campaign produced widespread positive results: 407 pedestrians are alive and uninjured today as a result of the campaign and influence levels peaked at over 90%. Furthermore, the public isolated road safety TV ads as one of the most influential factors in saving lives. The economic payback of the campaign was £60m in Northern Ireland and €105m in the Republic of Ireland; ---(TAGS)--- Full Title: Road Safety Campaign : pay attention or pay the price; Number: 2007/10; Brand: Road Safety Authority (Republic of Ireland); Department of Environment Northern Ireland - Road Safety; Client: Road Safety Authority (Republic of Ireland); Department of Environment Northern Ireland - Road Safety; Product Category: Government Departments (Public service information campaigns); Agency: LyleBailie International; Author: David Lyle, Julie Anne Bailie, Dawn McCartney, Robert Lyle, David Martin