Iris clinches DfT driver fatigue task

The Department for Transport (DfT) has named Iris to promote its multi-million-pound driver fatigue campaign after a four-way pitch.

The agency pitched against Triangle, The Communications Agency and Yellow Submarine in a process overseen by COI Communications.

The campaign forms part of the Think! road safety campaign that encourages motorists to plan their journeys and take regular breaks.

Iris will have to look at ways of extending the campaign’s message by signing up commercial partners that can reach the target audience, including young men and those driving for business and leisure.

According to DfT, driver tiredness accounts for about 20 per cent of accidents on roads. As many as one in ten crashes on all Britain’s roads could be linked to fatigue.

DfT head of publicity Jo Rushton says: “We know that a lot of organisations have an interest in working in collaboration with us on road safety issues to reduce road casualties.”

The department is thought to be in talks with Legoland Windsor broaden the reach of its road safety message (MW last week).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here