Welsh Government: #ReadyFor20mph

The Welsh Government increased awareness and acceptance of the new national speed limit to help drivers understand when and where they should drive at 20mph through a hero film, audio ads and static assets.

Context

On 17 September 2023, Wales became the first country in the UK to bring into force legislation to reduce the national default speed limit from 30mph to 20mph, making this one of the most complex behavioural change policies in the history of the Senedd.

Challenge

Lynn was tasked to significantly increase awareness, encourage acceptance of the policy, and build capabilities in drivers to understand when and where they should drive at 20mph. In addition, in cases of FOIs, we had to evidence this work was cost-effective and inclusive.

Communications objectives

  • Reach:Minimum 1,750,000 drivers across Wales, equating to...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands