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The Government is to merge its three major road safety campaigns

under a shake-up that will result in the advertising budget rising by 50

per cent to pounds 9 million this year.

Next month, Abbott Mead Vickers BBDO will unveil an umbrella campaign

that will replace the agency’s separate initiatives on drink-driving,

rear seat-belts and speeding.

Under the changes, the Department of Environment, Transport and the

Regions will maintain a year-round presence by spending about pounds 6

million on television ads, pounds 2 million on radio and pounds 1

million on outdoor and ambient, including bus-stops.

AMV has drawn up a four-phase TV campaign using police radio messages

from the scene of accidents.

The format enables 30- and 40-second ads to include several messages

such as seat-belts, speeding and using mobile phones while driving.

The department has signed up the promotions agency Perspectives to give

the new campaign a ’high-street presence’ and win backing from companies

involved in the motor industry.

D’Arcy, which has seen its other work on transport taken over by AMV in

recent years, will retain its pounds 1 million campaign on child road

safety.