Edwards Harvey PR & Marketing has been working with the Kent and Medway Safety Camera Partnership (KMSCP) to deliver what has proved to be the Partnership’s most successful PR campaign to date.

Despite seeing a 63% reduction in the number of people killed or seriously injured (KSIs) across Kent and Medway’s safety camera sites, and a decline in the number of speeding tickets issued, the Partnership was determined to reduce speeding still further by raising awareness of the vital role safety cameras play in reducing road casualties.

“Our surveys have shown that some people still have a negative opinion of safety cameras because they see them as just an easy way to make money out of motorists,” said KMSCP Communications Officer Katherine Barrett.

“We needed to address this problem by dispelling the common myths that surround safety cameras and showing people how many lives have been saved since cameras were introduced across the region.”

Edwards Harvey was tasked with developing a robust PR strategy that would communicate a number of key messages about safety cameras to drivers of all ages, and ultimately improve public perceptions.

To ensure maximum media interest, Edwards Harvey undertook extensive research and studied the Partnership’s KSI statistics to identify local stories that would appeal to individual towns. The account team also stimulated debate in a number of local newspapers through an extensive letter writing campaign.

Through a comprehensive mix of press releases, features, letters and interviews, the agency was able to deliver all of the Partnership’s key messages about the effectiveness of safety cameras, including where, why and when they are installed, as well as highlighting the work the Partnership does to make the county’s roads safer.

Said Katherine: “The campaign has been hugely successful, generating more publicity than we’ve ever had before across all media channels.