Member Article

Three Golds for Region at National Awards

Leading experiential campaign agency, Independent Events, has landed three Gold awards a national industry accolade event.

The awards were scooped for the hard hitting road respect campaign, which in conjunction with NSRI, Road Respect and six of the region’s councils, urged drivers to not use their phones whilst driving.

Awarded by the Institute of Promotional Marketing, the most well recognised body in the industry, the team at IE brought the Gold home in the Not-For-Profit, Charity and Public Sector category; the Engagement and Word of Mouth category; and the small budget category for campaigns under £80k.

Beating off stiff competition including Peperami, Ben 10 and the National Gallery, IE’s No Look, No Touch Road Respect campaign was based on six real life messages sent by drivers immediately before being involved in a fatal collision. The sobering content was presented on digital platforms, billboards, beer mats, geo tag messages and screens in pubs in a clear and graphic way to inspire behavior change.

Director of IE, Danae Abadom, said:

“This is a massive achievement for the team and the campaign, To get one gold would have been amazing but to get three is unbelievable and is testament to the strength of the team we have and the quality standards they work to.”

A large part of the campaign was face to face interaction where the team took oversized fake mobile phones out and about in Newcastle, Gateshead and Sunderland. The activity had an online supporting reveal video, which also attracted great attention on Facebook.

The judges commented:

“This was a campaign that clearly altered behavior and made a significant life changing difference…. A compelling, simple, creative campaign that drove an incredible emotional response…A Hands down winner for the judges, an inspiring use of budget that used a fresh and engaging approach to inspire empathy with the cause.”

This was posted in Bdaily's Members' News section by Anna Toms .