Singapore holds road safety pitch

Up to 20 agencies, believed to include ADK, Dentsu and Saatchi Lab, have reportedly participated in the briefing for the campaign. 

Previously, the traffic police department held two public awareness drives a year - a road safety drive at the start of the year and a campaign highlighting the risks of drink driving at the end of the year. For 2009, both campaigns will be merged into one, according to sources close to the pitch.

3-Sixty Brand Communications ran an integrated three-month ‘Look out for us’ campaign, designed to protect road users, in June 2008.

AGI Communications then launched a through-the-line drink-drive campaign, which used shock tactics and taglines such as ‘Bloody Mary’, ‘On the rocks’ and ‘One for the road’, in December last year.