Putting the brakes on learner driver abuse - Best Use of PR Winner - Impression - The Independent Agency Awards 2023

Campaign Summary:

Marmalade is a car insurance brand. Impression has been providing ongoing digital PR strategy and services since June 2020.

In the ideation of a digital PR campaign, audience research highlighted various issues, but one more prevalent than others – abuse on the roads aimed at learners. With this in mind, we set out to highlight this issue in an attempt to drive change.

To achieve this, we conducted some audience research to deliver a targeted, relevant campaign. This research highlighted various issues, but one more thing we could do to drive impact would be to petition the Government to increase the consequences for those choosing to abuse drivers.