The Department for Transport's THINK! road safety campaign has won a National Business Award for its work on teen road safety. Short-listed against major private sector marketers, such as NatWest, Lloyds Bank, Waitrose and Alliance and Leicester, the Department has won the "Marketing Strategy of the Year" award for use of insight, innovation and effectiveness in developing its "Cameraphone" campaign focussed on teenagers.
Dubbed the "Business Oscars," the awards celebrate the best that British business offers, celebrating innovation, technology customer focus and marketing.
DfT were the only public sector organisation to win an award on the night and were commended for our world first in shooting a TV commercial through a video phone camera; our use of media channels to reach our target audience, and effectiveness where our tracking research showed we had a major impact upon teenagers.
Road Safety Minister Stephen Ladyman, said:
"Road safety is a key priority for this Government. We have set demanding targets to reduce the number of people killed or seriously injured. We are determined to achieve them.
"We have a long history of effective road safety campaigning in this country. THINK! launched in 2000 builds on that legacy and forms a crucial part of work to reduce injuries.
"Our work on teen road safety was developed after extensive insight into what would motivate teenagers. I am delighted that our use of insight, innovation and the campaign's effectiveness has been recognised by the National Business Awards".
Dubbed the "Business Oscars," the awards celebrate the best that British business offers, celebrating innovation, technology customer focus and marketing.
DfT were the only public sector organisation to win an award on the night and were commended for our world first in shooting a TV commercial through a video phone camera; our use of media channels to reach our target audience, and effectiveness where our tracking research showed we had a major impact upon teenagers.
Road Safety Minister Stephen Ladyman, said:
"Road safety is a key priority for this Government. We have set demanding targets to reduce the number of people killed or seriously injured. We are determined to achieve them.
"We have a long history of effective road safety campaigning in this country. THINK! launched in 2000 builds on that legacy and forms a crucial part of work to reduce injuries.
"Our work on teen road safety was developed after extensive insight into what would motivate teenagers. I am delighted that our use of insight, innovation and the campaign's effectiveness has been recognised by the National Business Awards".
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