Printer friendly page

Chill out Dude proves popular in Derby

According to road safety team member Aiden Ryrie, Derby City Council's recent Chill Out Driver Dude campaign received many accolades from members of the public.      

The campaign, which focused on courtesy on the roads, launched on16 April with a mix of bus backs, billboards, radio advertising, PR and the campaign website.  

The website, peacefuldriving.com, comprises a mix of advice and fun and has received between 2,000 and 10,000 hits a day since launch.    

At the launch members of the public took part in the 'best dressed hippy' competition to win a Driver Dude engraved iPod. The launch also included various Driver Dude giveaways and the virtual hippy game.  

"The main focus of the campaign was to highlight the impact of poor and/or aggressive driving on road traffic collisions," Aiden Ryrie explains. "This relates to the human error issue and touches on road safety messages including planning and time, keeping your distance and speed. The campaign also raised the issues of stress, health and extra driver training."   

Chill Out Driver Dude culminated at the Pride Park Stadium on Sunday 8 May when Derby County took on Preston North End in a vital Coca Cola Championship fixture.  

The message was promoted widely throughout the stadium via tannoy and pitch side announcements, Ram Vision and concourse advertising, the match programme, and banners and advans outside the stadium.  

For more information about the campaign contact Aidan Ryrie on 01332 715023 or roadsafety@derby.gov.uk.