True North gets call to target disadvantaged in road safety campaign

The Department for Transport has appointed Manchester-based True North to create the visual identity for its Neighbourhood Road Safety Initiative, which is scheduled to launch next month.

True North was appointed after a three-way competitive pitch with Love, And Partners and Via. ‘To redefine the road safety message to impact on difficult to reach audiences demands a particular tone of voice and memorable work on our part,’ says True North managing director Martin Carr.

The consultancy will also design publicity material for the initiative’s external campaigns.

The NRSI is being piloted primarily in North West England and aims to cut road casualties in areas of high deprivation. ‘Children from disadvantaged backgrounds are five times more likely to be killed or seriously injured on the roads than those from less deprived areas,’ says Andrew Wake, NRSI head of marketing.

The scheme is a partnership between the DfT, the Greater Manchester and Lancashire police forces and 15 local authorities.