Drive like Gran’s in the car

Improving the driving habits of men aged 20-29 to reduce road accidents is a perennial challenge. But one highly effective campaign for Scottish Government was beginning to make a difference because it was founded on a simple truth – young men drive better when Gran is in the car. 

The campaign was originated and activated above the line by one of our partner agencies. Our challenge was to engage directly with young drivers at festivals, sporting events and busy city-centre locations to amplify the message and improve success rates. 

We created an interactive experiential activation and toured the country. The activity included ‘Gran’s Circuit’, a pop-up go-kart course and ‘Gran’s Lounge’ where visitors were welcomed by Gran to take part in the ultimate road safety test - ‘Gran’s Quiz’. It was all about letting our audience have some serious fun to make a serious point.