Speed Demon Viral Email Campaign

Midlands Road Safety Partnership

How do you get across a message about safer driving to an audience of 18-20 year olds? Making it whacky helps and talking to them on their terms, using their language is a must. This campaign used a viral email and weblink with a competition to win an i-pod (what else?) and thousands of freebies were given away at student fresher fayres including the pop up flings.