CASE STUDY: COI gets in touch with a young, rebellious audience

Provided by Time Inc. UK
COI utilise the non-patronising connectivity of magazines to raise youthful awareness of Drug Driving.

What was the Challenge / Background of the Campaign?

Incidents related to drug-driving are on the increase, most taking place in the music festival season. COI working with Carat devised a campaign that succesfully engaged with the target audience of young, 'cool' adults. Sponsorship of the NME Festival Guide with an extensive presence on and NME radio was able to provide the right platform for the campaign, giving youths non-patronising advice. "Attaching the serious message to the renowned NME festival coverage...ensured we had many touch points with this young audience across the summer" Nikki Edwards, DfT. Find out more...

What was the Campaign Objective?

The COI aimed to raise awareness of drug driving dangers among a youth audience.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsOver 2 million young adults.
16 - 24
25 - 34
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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