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South Wales Christmas campaign drives down RTCs

In December 2014, South Wales Fire and Rescue Service (SWFRS) launched ‘Glad She Crashed at Yours’, a drink drive campaign with the aim of reducing the number of RTCs and related injuries or fatalities during the Christmas period. This was following a 57% increase in RTCs during December 2013 in comparison to 2012.

In the last three festive periods (2011 to 2013) there have been more than 135 RTC injuries, as well as three fatalities. The ‘Glad She Crashed’ campaign was developed in conjunction with SWFRS Road Safety team, ensuring that their safety messages were shared effectively through video, as well as on the Service’s social media platforms.

The campaign ran throughout December and saw more than 16,000 views of the YouTube video and was shared more than 1,000 times across Twitter and Facebook; this included a Facebook reach of 97,650 and 189,945 impressions on Twitter. The campaign also included a two week radio advert run across Capital FM and Heart South Wales, which had three million impacts.

Following the completion of the campaign and its subsequent evaluation, it was found that the number of RTCs attended by SWFRS during the period 15 December 2014 to 11 January 2015, saw a 13.6% decrease in comparison to the same period in 2013.

Comments

Your comments (1 comment)

  • Steve ChuMarch 06, 2015

    Interesting campaign and great outcomes

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