CASE STUDY: COMMUNICATING COMPLEX AND SERIOUS MESSAGES
EuroRAP is a not-for-profit organisation whose mission is to save lives on the roads. They produce maps to show where road accidents take place and how safe roads are relative to each other. The information is dynamite: nobody has ever looked at the subject in this way before, nor has it ever before been used to put real pressure on the politicians and road authorities to improve matters.
But what they lacked was a clear communications plan. Oriel has helped them to identify their target markets and understand which messages would touch people. The language used needs to be very different for a well-informed politician than for a family who have just lost a loved one in a road accident.
And all the while, this small organisation has been mushrooming; now operating in over 20 European countries and taking its expertise worldwide. Have a look at their website… they are really making a difference. www.eurorap.org
The marketing challenge is enormous: very rapid change, a multitude of different languages and many diverse audiences. But the essence remains the same: saving lives on the roads.
Oriel has worked with EuroRAP to develop a marketing campaign, designed to take their target audiences through a rapid learning process and on to an emotional engagement with their work. It is transferable across their many markets and succinctly puts across their reason for being: Safer Roads Save Lives. It is communicated through an electronic newsletter, to a worldwide audience.
If you want to make a real difference and achieve business benefits, call Oriel Marketing on 01252 727625