THINK! campaign development process

A guide to developing road safety campaigns .



This information is provided as a guide only. The development process of campaigns may vary according to budget, timings and audience.

Desk research

Review and analysis of existing data and research. This is used to improve our understanding of the behaviour and target audience.

Key findings and analysis are shared with the campaign team, including THINK! marketing, department policy colleagues and communication agencies.

Additional primary research by specialist academics is commissioned if necessary.

Ways in day

The campaign team meets with industry experts and road safety professionals for a structured discussion called a ‘ways in day’ to share insight into the topic and audience. By including a range of participants, we are able to discuss the issue from different viewpoints. The aim is to generate common themes and potential ways to encourage behaviour change for further research. The team looks for incentives and motivating factors as well as barriers to behaviour change that need to be overcome.

Development of campaign message areas

Using insight generated from the desk research and ways in day, several campaign message areas are developed and explored. These are reviewed and those best supported by the research are taken forward to strategic development research.

Strategic development research (qualitative research)

The message areas are discussed with focus groups. Groups include individuals who are in the target audience and when required their peers and influencers. Participants are asked questions relating to the specific road user behaviour. Responses are analysed to identify key triggers and motivators which will encourage desired behaviour change.

Creative brief and creative development

A creative brief is developed and explored by the creative agency. At this stage the communications planning agency will also receive a brief to look at effective communications solutions for this issue and audience.

Stakeholder update on research and creative brief

Internal and external stakeholders and key partners are updated with campaign progress.

Creative development research (qualitative research)

The creative agency presents several potential concepts that answer the creative brief. These are presented by an independent research agency to focus groups for discussion. The aim of the discussion is to identify how persuasive and motivating the communications are and the extent to which they will change attitudes and ultimately behaviours. A summary of outputs is presented identifying the strongest creative route or routes.

Creative production and final creative testing (qualitative)

The creative idea is developed across the range of communications channels which have been recommended by the communications planning agency eg TV, radio or digital. If necessary, further focus groups will be used to test creative work to confirm its effectiveness.

Campaign launch

The final campaign and a rationale for development are presented to key stakeholders. The campaign goes live.

Campaign evaluation

Research used to evaluate campaign success is explained in glossary of research terms. Most campaigns are evaluated by analysing changes in attitudes and claimed behaviours.

Published 1 December 2012