DLKW won the brief, which was run through COI Communications, in a four-way pitch against WCRS, Leo Burnett and BMP DDB. Media planning and buying will be handled by MediaVest.
Earmarked to launch in September, the campaign will use a mixture of radio, press, TV, online and ambient media. It will alert drivers of measures being introduced in January that could see offenders face prosecution or heavy fines for being the registered owner of an unlicensed vehicle.
A second phase of the campaign, breaking next year, will highlight plans to issue new vehicle registration certificates from 2004.
The project is separate from the main DVLA creative account, which is held by Leo Burnett. It inherited the business when Leo Burnett's Publicis Groupe parent dismembered the D'Arcy network last year. D'Arcy handled the main creative account for the DVLA's road tax evasion strategy. It picked up the awareness brief and developed a £3 million drive that broke last summer.
There are about one million unlicensed vehicles on the road in the UK.
In 2000, more than 238,000 vehicles were abandoned and the DVLA estimates that the overall cost of uninsured driving is £500 million. The costs are estimated to add £30 to each honest motorist's annual insurance premium.
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