On the day of the campaign launch, national press coverage was achieved on BBC Breakfast, as well as across all BBC radio stations including Radio 2 and Radio 5 Live, which featured an interview with Alan Hiscox. National newspapers The Daily Telegraph and The Times also covered the story. The overall potential reach of the campaign through the media was 49.5 million people.
Social media was hugely successful with more than 2.5 million views of our safety video. The campaign was the UK top trending story on Friday 25 March across Facebook. More than 6,000 new Facebook followers in the week the campaign launched.
The Dead slow campaign is appearing at 96 supermarket petrol forecourts across the UK, reaching an estimated 9.2 million motorists throughout the duration of the campaign.
The campaign gained traction in Parliament, with Andrew Turner MP mentioning Dead Slow in the House of Commons. Liz Saville-Roberts MP put forward an EDM to Parliament on our behalf on 11 April.
More than two months after its launch, the campaign is still generating huge interest.
Following a meeting with the DfT, Nicole Lander and Lee Hackett were able to influence the organisation to use our branded video footage in their ‘THINK! Horse’ campaigning. The DfT are producing a public information campaign for national television broadcast which will include footage from our Dead Slow video with our branding included – a huge step forward for the campaign.
Dead Slow continues to gain public traction in the media, with 20 broadcast and print media outlets covering the campaign since May 1.
This includes coverage gained through our collaboration with Greater Manchester Police, who held an event in Manchester city centre to mark the launch of the joint campaign launch. In total, this joint initiative alone reached between 2.5 – 3.5 million people through the media. We are now in talks with other police forces also interested in linking up to support Dead Slow.
Our marketing materials are in high demand, with the team receiving daily requests for posters and leaflets to be sent out to livery yards, riding centres, and rural areas with a large population of horses.
The first stage of the petrol pump advertising covered 96 stations and the next stage will start at the beginning of September (see my previous email asking for the OK for funding for this, if you haven’t responded yet please do so this week!). Worcestershire, Shropshire and Warwickshire are all funding petrol pump advertising in their Counties.
In terms of other coverage so far, the campaign has been mentioned or printed as follows:
Radio – 47 local radio stations
TV – 20 local and national TV broadcasts
Print – 28 local and national newspapers
Online – 85 online outlets
Below is a link to the new shorter version of the video produced in partnership with the DfT as part of their Think! Campaign which will appear on TV:
The web story with more information is now on our website: http://www.bhs.org.uk/our-charity/press-centre/news/july-to-december-2016/dft-and-british-horse-society-partner-up