Radio campaign with Mercia FM

Safety camera messages and locations take to the air-waves

(printable version)
Warwickshire’s Casualty Reduction Partnership starts radio campaign
with Mercia FM

9th May

Monday 13th May sees the start of the first radio advertising campaign for the Warwickshire Casualty Reduction Partnership but this is a campaign with a difference. In addition to the adverts which are aimed at making Warwickshire’s road users think twice about breaking speed limits, Mercia FM will be announcing where the safety camera teams are on any given day.

It is hoped that the two adverts titled ‘hearts’ and ‘who pays’ which will run for the next four weeks, will make motorists think hard about the consequences of breaking the speed limit and that the route announcements will serve to confirm the partnership’s aims to get people
to simply slow down and keep within the limits.

Louise Lyle, communications manager said:
“Radio adverts are a very powerful medium because we are able to ‘speak’ to people when they are in there cars. I am so pleased that Mercia FM are doing the route announcements for us. We have been informing people of all the camera sites via www.smilecamera.co.uk for over two months but as of the 13th May, not only can people access daily information on the website, they can tune in to Mercia FM for the information whilst out about.”

Luis Clark, programme manager at Mercia FM said:
“We are delighted that the casualty reduction partnership has chosen Mercia FM to help them with their campaigns and the messages they are conveying in the adverts are things that every motorist needs to think. Our traffic and travel services have always offered people the information they need to avoid the problems on our roads following accidents, maybe by giving the camera location information we may just be able to help people avoid having these accidents in the first place.”

ENDS (EDITORS NOTES ON NEXT PAGE)

EDITOR’S NOTES:

The campaign is running from 13th May for 4 wks, on Mercia FM 97.0, 102.9 FM, & FM 102
The Bear and will be re-run in July, September, November and February.

Safety camera team location announcements will be made on www.smilecamera.co.uk and take place on:

Mercia FM every 15minutes in breakfast 0630-0930 1630-1830

The Bear are doing every 1/2hr in drive time 0645-0915 & 1615-1745

Radio adverts scripts: Title: Hearts

Background effect: Heart monitor bleeping

Female voice over says: “Drive fast, and you could do more than break the
speed limit.

You could break arms… legs…

(heart monitor bleep echoes out and stops)

… and hearts.

(all sound effects stop)

Safety cameras. Reducing speed, not lives.

A message brought to you by the Warwickshire Casualty Reduction Partnership”

Title: Who Pays?

No background effect

2 child voiceovers, 8-9yrs old one boy one girl, questioning each other, very inquisitively…
“Why doesn’t Daddy talk to us any more?

(pause)

Why can’t he eat his dinner?

(pause)

Why can’t he cuddle us?

(pause)

Female voice over says: If you thought a £60 speeding fine was annoying…
Imagine the price you could pay.

Safety cameras. Reducing speed, not lives.
A message brought to you by the Warwickshire Casualty Reduction Partnership”

To return to previous page click here.

Welcome to Warwickshire County Council

Search Site