Project Pictogram is a community and business led road safety initiative that looks to make our roads a safer and more pleasant place to be by influencing driver behaviour. The initiative introduces five free-to-use industry standard pictograms, representing the key factors that cause fatalities and injuries on our roads, which can be applied to literature, packaging and business fleet vehicles as daily on-road reminders to all drivers to drive safely. Targeting business and fleet drivers, the initiative sold itself as a profit protection, employee engagement and CSR tool.
Our campaign involved engaging mainstream and social media influencers through LinkedIn and Twitter in the build up to a national launch event. We also worked with a wide range of road safety organisations to promote the scheme to their members.
While Hampshire Fire and Rescue arranged the logistics, 360 orchestrated the messaging and presentations and invitations for the national launch of Project Pictogram at Beaulieu Motor Museum. The successful event was attended by many key target businesses, such as the Royal Mail, Transport for London and Stobart Group.
One key factor was securing the participation of Rachael Burton, whose husband had been killed on the M27 one year before the campaign launch. We were able to work sensitively with her solicitors, Irwin Mitchell, to outline the initiative to Rachael and she agreed to support the launch. Her statement at the presentation moved many in the audience and she undertook interviews with ITV and BBC News, as well as participating in a media photocall.
- Project Pictogram went national and big brands, such as Argos, Lucketts Coaches, the RAC and Veolia, got involved.
- The initiative’s presence grew on social media and the campaign hashtag #ProjectPictogram and the pictograms themselves are still used by numerous businesses on Twitter. Consequently, Project Pictogram has got international enquiries from as far away as Australia!
- As a result of the event, Project Pictogram gained coverage from both regional and national business media, including interviews and packages on BBC South, ITV Meridian and Wave 105 and a double page spread in the Daily Echo.
- We secured a number of features in relevant trade media, including articles on the Road Safety GB website and a double page feature in Fleet News.
“360’s enthusiasm and expertise were instrumental in the successful launch. They quickly got under the skin of the project and provided much needed professionalism at a time when we were trying something completely new for the road safety community.”
Phil Palfrey, creator of Project Pictogram