Twelve agencies in the running for road safety outreach campaign

The traffic police department is looking for a creative agency for its annual road safety outreach and road courtesy drives in the city-state.

The agencies involved include 3-Sixty Brand Communications, Adtitude, Asatsu DK, Creads Advertising, Creo Advertising, Y&R, Lins Advertising, 03 Advertising, Redworks, The Alchemy Partnership, The Idea Laboratory and Yuan Associates.

The winning agency will work on TV, radio, print and outdoor ads for both campaigns. Local shop O3 was previously charged with the road safety drive.

This year’s road safety outreach will be targeted toward motorcyclists, the elderly, blue collar workers, especially pedestrians and pedal cyclists, as well as companies with a large fleet of commercial vehicles such as public transport companies.

The road courtesy drive will be targeted towards all categories of road users, with significant emphasis on motorcyclists, motorists and tertiary students.

Last year, Y&R and Starcom were appointed for an anti-drink driving campaign.