Four agencies battled it out for the £400,000 flagship campaign, ‘Think!' including five-year incumbent Fishburn Hedges, Lexis PR and Forster.
Red will now develop and deliver a national and a regional strategy to raise awareness of road safety issues. Campaign categories cover drink driving, mobile phones, teenagers, drug driving, driving for work and child road safety.
Leading the account is deputy MD Ed Staples who reports into the DfT head of the road safety team Nikki Edwards and head of vulnerable road users, Gemma Regniez.
Pitches were held last week and were handled by the Central Office of Information.
‘This is a campaign which is genuinely about life and death, not many briefs can make that claim,' said Staples.
The campaign calendar moves from targeting youngsters with the green cross code messages during school holidays to partnering with MTV in the summer to target teenagers. The DfT also features a campaign featuring cartoon hedgehogs to target the very young.
The campaign is designed to support the Government's overall objective to reduce the number of adults killed or seriously injured on roads by 40 percent and the number of children killed by 50 per cent by 2010.
The DfT appointed Capitalize to target motorbike enthusiasts as part of the Think! campaign recently (PRWeek, 30 March). Capitalize has been briefed to raise awareness of road safety among this high-risk group via PR and the sponsorship of super-bike events.