2004-2005 Campaign Overview

Based on the research carried out in 2002, the "Before and After"campaign, launched in February 2005 and was followed up by the production of 5000 leaflets for young drivers in May. These carried the campaign imagery and were distributed to over 800 driving instructors throughout Scotland, to then pass to learner drivers who had just passed their test. USC Clothing Stores supported this initiative by way of a 10% discount card in every leaflet. 20,000 key-rings were also produced and distributed across Scotland by police and road safety officers. All resources carried the campaign imagery and the getinlane URL.

Further proactive PR highlighted the "Before and After" campaign in regional and local press titles, whilst raising awareness of the USC discount initiative for young drivers.

Additional PR activity underlined risks to young drivers due to unsafe driving habits picked up from parents.

A radio campaign, supported by 180 x 48-sheet posters across Scotland and bus sides in Glasgow and Edinburgh ran in February 2005. with the strapline, "Just passed? A lot could change in your next six months." PR activity was also used to enhance the campaign, including a targeted "Life Matters" radio promotion, and a feature in Fresh! magazine in the Sunday Herald on 20 February 2005.