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Bedfordshire and Luton Casualty Reduction Partnership use petrol pumps to promote road safety

Bedfordshire and Luton Casualty Reduction Partnership have begun an advertising campaign using petrol pump nozzles to promote road safety and awareness to drivers.

The campaign, designed by outdoor media agency Out of Home International, features what it describes as 'strong, simple messages' to highlight the importance of road safety at close proximity, reminding drivers to use ‘appropriate’ speed and to remember their surroundings, with words such as ‘village’, ‘family’ and ‘children’ emblazoned onto the nozzles. The use of petrol pumps aims for the message to be directed at and absorbed by its target audience at a key moment.

The campaign will be featured at petrol stations in supermarkets and petrol forecourts for four weeks, and is expected to be seen by around 560,000 pump users.

John Kehoe, manager of Out Of Home International, said “We were very pleased to work with Bedfordshire and Luton Casualty Reduction Partnership at Out Of Home International, as it gives an important public service campaign the chance to reap the awards of large audiences engaging with the petrol nozzle advertising. From the client brief, Out Of Home International recognised how important it was to reach the target audience, it was clear that this is one of the more effective media opportunities in the area of outdoor advertising.”

Featured by The Drum