Three Christmas drink-drive ads are being tested on people in West Yorkshire in an experiment in public service broadcasting.
Rough cuts of the three ads, before they’re properly produced and polished up, have been posted on the West Yorkshire Casualty Reduction Partnership website so that people can listen and give their feedback.
Comments are invited about impact, memorability, novelty and appeal, in order to arrive at an approval rating for each ad. The favourite ad will then be broadcast locally.
Until now, drink-drive messages for West Yorkshire have been delivered by the THINK! campaign. But this year the area’s road safety teams have pooled resources to deliver a campaign that they believe will have ‘more meaning and impact for local people’.
Philip Gwynne, head of public affairs at the Partnership, said: “We think the people of West Yorkshire deserve a campaign that ‘talks’ to them...that they can relate to and engage with... because they have helped shape it.”