‘Ramming home’ the message at Pride Park

Derby City Council, in association with the Derbyshire Road Safety Partnership, launched its 2003 ‘Be Bright Morning Or Night’ campaign in front of 26,000 fans at Pride Park Stadium before Derby County’s recent home game against local rivals Coventry City.

The event was organised following a chance conversation 12 months earlier between the club’s mascot and crowd favourite ‘Rammie’ (pictured opposite) and Billy Graves of the City Council’s road safety and TravelWise team. The two talked about staging something not tried before to get the message across to people of all ages.

"I had thought about utilising Derby County’s excellent community spirit to help us launch a campaign aimed at children as the Club has a massive and very loyal fan base," says Billy Graves. "I spoke to Rammie and between us we came up with the idea of dressing the stadium, which meant we would get the fans in the family stand to hold up cards just before kick off (see pic below).

"Rammie threw himself at the project wholeheartedly and it just got bigger and bigger," Billy adds. "When we looked at the fixture list for the following season we couldn’t believe our luck as there was a home game on the day the clocks went back - and to make it even better it was against local rivals Coventry City."

The idea evolved into the regional launch for the Government’s ‘Be Bright’ campaign and the manager, players and staff at Derby County supported it superbly. All the players were present for the press launch, at which messages were given from Club manager George Burley and a number of players.

Both teams also warmed up pre match in fluorescent jackets (see pic opposite) and the ball boys and Club mascot were wearing similar tabards. "As the teams were about to kick off Rammie orchestrated the family stand to hold up a mixture of fluorescent and black cards to show what we want children to look like during the darker nights," Billy Graves says.

"We had support from the local radio station and newspaper to cap off a very successful day. The feedback we have had from members of the public has been very encouraging and it will certainly live in the memory - which is of course one of the goals of any campaign," Billy concludes.

For further information contact Billy Graves by email, Billy.Graves@derby.gov.uk.