NI SHOCK ADS PRODUCE UK’S HIGHEST SEATBELT WEARING RATES

“Northern Ireland now has the UK’s highest seatbelt wearing rates and DOE’s shock TV ads have made a key contribution to this achievement”, delegates at the Road Safety Council’s Annual Congress were told on Friday 19th October.

Addressing the Congress Julie Anne Bailie of Lyle Bailie International Limited said,

“The Minister Arlene Foster has recognised the contribution of powerful advertising to the latest seatbelt wearing results. Northern Ireland has the highest driver wearing rate in the UK of 95% (compared to 93% in GB) and the highest backseat wearing rate in the UK of 90% (compared to 84% in GB)”, stated Mrs Bailie, Executive Creative Director of LyleBailie. She added that “all the evidence shows that DOE’s seatbelt advertising has had a profound impact on attitudes and behaviour. In fact, NISRA’s own independent surveys show that DOE’s TV advertising is the most important factor in Northern Ireland in creating an awareness of road safety”, said Mrs Bailie. “Over eight out of ten young people in the highest-risk groups are influenced by DOE’s seatbelt ads”, she commented.

“DOE’s seatbelt campaigns have helped push backseat seatbelt wearing rates from only 50% in 1995 to 90% in 2007 – a tremendous result which should be a great encouragement to everyone working in road safety, that all the effort is making a difference”, said Julie Anne Bailie.




Road Safety Advertising Generates an Economic Payback of £18 for every £1 invested

Addressing the Road Safety Congress David Lyle, Chief Executive of Lyle Bailie International Limited, said:

“Our latest analysis shows that road carnage reduction in the last twelve years has generated an economic payback of £1.37 billion to the taxpayer. We have calculated from independent research that DOE’s road safety advertising has contributed £255 million to this payback – a return on investment of over 18:1 or £18.50 for every £1 invested.

DOE’s road safety advertising has had a profound impact on Northern Ireland”, he added, “but the greatest payback of all is that 5396 people are alive and well today who would otherwise have been killed or seriously injured, if the previous 12 year trend had continued.”

David Lyle and Julie Anne Bailie were the final speakers at the Congress on Friday on the subject “The Role of Shock in Road Safety Advertising”.