| Titolo | Penalty Points |
| Agenzia | LyleBailie International |
| Campagna | Damage |
| Cliente | Department of the Environment Northern Ireland |
| Marca | Road Safety |
| Posted | Agosto 2004 |
| Settore | Road Safety |
| Slogan | Penalty points. The drive to save lives |
| Risultato | How a nine-year investment of £8.68m in road safety advertising made a leading contribution to a £704m economic payback plus 2774 lives saved from death or serious injury on the roads of Northern Ireland, despite a 33% growth in licensed vehicles. Evidence from extensive research surveys isolates the advertising effect and proves that the advertising was massively influential in impacting on attitudes and behaviour and reducing road carnage by 42% per 10,000 licensed vehicles. |
| Tipo di Media | Televisione |
| Lunghezza | |
| Market | Regno Unito |
| Executive Creative Director | David Lyle |
| Chief Executive | David Lyle |
| Advertising Psychologist | Dawn Reid |
| Executive Creative Director | Julie Bailie |
| Media Director | Robert Lyle |
| Advertising Manager | Wesley Shannon |
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