News
H&K engaged by RTA
Thu, Jan 14 2010
Sydney, 14 January 2010 - Hill & Knowlton (H&K) today announced its official appointment by the NSW Roads and Traffic Authority (RTA) to leverage the RTA's sponsorship of the NSW Cricket team - the RTA Speedblitz Blues. H&K has been engaged by the RTA following a competitive pitch between fourteen agencies to design and implement a campaign using cricketers to drive education and awareness of the consequences of speeding. H&K won the account with a campaign called the 'Slow Down Pledge' (www.slowdownpledge.com.au) - an initiative to engage young people to change driver behaviour by asking them to take a pledge not to speed. Speeding is the biggest contributor to fatal crashes in NSW with more than 100 young people aged between 17 and 26 dying on the roads last year alone. The Slow Down Pledge moves the RTA into a new and innovative space through the utilisation of social media networks, Facebook and Twitter, to urge young people to take responsibility on the roads. "We're absolutely delighted the RTA has appointed us and has chosen a PR-led idea to follow up on the hugely successful "Pinky" campaign," Hill & Knowlton's General Manager for Consumer and Brand, Fergus Kibble said. "The Slow Down Pledge is an integrated campaign that uses social marketing, PR, sponsorship leveraging and events management. "We believe the idea demonstrates the role that PR can play in driving not only consumer awareness for the RTA's messages but also active engagement," continued Kibble. Tracey Arthur, General Manager Corporate Communications at the RTA, said, "We are thrilled to be working with H&K - the quality of their strategic thinking and creative ideas, along with the passion of the team, really stood out for us." Prominent cricket players Brett Lee, Nathan Bracken, Phillip Hughes, Stuart Clark, David Warner and Steve Smith have been active in communicating safe driving messages by making their own personal pledges. So far, the campaign has received an outstanding response, with more than 1,400 young drivers taking the slow down pledge. RTA and H&K have entered into a long-term contract for an ongoing campaign to reduce speeding in NSW.