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Issue date: Tuesday 4th November


The cross-border Seatbelts campaign by DOE in Northern Ireland and the Road Safety Authority in the Republic of Ireland, supported by AXA Insurance, has won a prestigious IPA Effectiveness Award from the world’s most stringent and rigorous effectiveness juries.

The award-winning team at Lyle Bailie International was the only agency from Ireland shortlisted by the IPA for an award and was among the elite of the advertising world which also recognised the success of campaigns for Sainsbury’s, Audi, Cadbury’s, Dove, Lucozade Sport and Virgin Atlantic.

The winning case study, “The Longer Term Effects of Seatbelts’ Advertising 2001-2007”, proved a payback of 1132 lives saved from death and serious injury in Ireland plus an economic saving, based on official government figures, of £378 million. The campaign resulted in a massive improvement in seatbelt wearing in Northern Ireland – raising it from the lowest in the UK to the highest in the UK and leading to a quadrupling of rear seatbelt wearing in the Irish Republic from 20% before the campaign to 84% in 2007- all for a proven payback of £15.75 for every pound invested in advertising.

Ironically the Bronze Award came on the day that the UK’s Department for Transport launched a new seatbelt wearing campaign for broadcast after the 9pm threshold – seven years after the Irish award-winning campaign on UTV and RTE launched with shocking images of brain damage being caused to a seatbelted girlfriend by her unbelted boyfriend.

The award was won by Belfast-based Lyle Bailie International, the agency with a history of winning major Effectiveness Awards for its evidential case studies, including a Gold WorldMedal from New York, several IPA Effectiveness Awards and Ireland’s IAPI Grand Prix.

The principal authors of the Award, who received it at a gala event in the Hurlingham Club in London from Sir John Sunderland, former Chairman of Cadbury’s and chairman of the judging panel, were David Lyle, Julie Anne Bailie, Robert Lyle and David Martin of Lyle Bailie International.

Commenting on the winning campaign the judges said:

“Faced with the challenge of increasing rates of seatbelt wearers in Northern Ireland and the Republic of Ireland, this campaign used interesting cognitive research and clever strategies to reduce the numbers of road fatalities and serious injuries. It showed clear objectives and demonstrated a large scale effect with dramatic results”.

The same case study won both Silver and Bronze Awards at the IAPI Effectiveness Awards in Dublin in October 2008.

Commenting on the award Julie Anne Bailie, Executive Creative Director of Lyle Bailie International said:

“It is so rewarding to have advertising that saves lives as well as taxpayers’ money recognised by such a rigorous jury at these prestigious Effectiveness Awards whilst catapulting Ireland onto a world stage”.


For further media enquiries please contact Maria McCann at McCann Public Relations on +44 (0)2890 666322 or +44 (0)7802 934246 Notes to editors: The AXA sponsored campaign for DOE and RSA featured a series of three TV commercials, all of which achieved remarkably high scores for awareness and influence in independent research. The campaign in Ireland, North and South, cost £4.2 million between 2001 and 2007 and delivered an economic saving of £378 million across its 6 year period.


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