Golley Slater retains Ministry of Defence account for Army road safety campaign

Golley Slater has been reappointed by the Ministry of Defence to work on its Army road traffic accidents campaign.

The agency beat two undisclosed agencies to retain the account in a pitch that was handled by COI. The campaign is likely to be primarily focused on TV and radio.

Golley Slater will be tasked with making soldiers aware of the dire consequences of risk-taking behaviour on returning from operations, highlighting the fact that they are more at risk from road traffic accidents than civilians.

Soldiers will be shown a TV ad from the campaign as part of the “decompression process” they go through on return from operational tours. The campaign is expected to draw attention to the fact that the number of Army road traffic accidents has been rising since 2004, after falling year on year since 1998.

Golley Slater has worked with the Army for the past eight years on a number of briefs and its previous campaigns include highlighting the fact that soldiers are twice as likely to die on roads as civilians.

A recent study reveals that the Army loses nearly 30 people to road traffic accidents every year.

The MoD is seeking an agency to handle the £5m direct marketing account for the Army. It has sent out an initial request for information to UK and European agencies ahead of a pitch.