The Scottish Executive commissioned mruk to assess the suitability of a proposed new advertising campaign designed to reduce the number of driving accidents among new, young drivers by increasing awareness of their vulnerability when driving. In February 2005 the SRSC launched a two-week campaign comprising of a 40-second radio advert, 180 outdoor panels, and 30 lenticular bus sides. mruk was subsequently commissioned to evaluate the campaign, test materials for future campaigns, and identify further areas for development.
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Published: October 2005