One child is killed on the UK roads every 10 minutes.

We saw a huge opportunity for Aviva to move away from the competition by committing to help tackle this huge issue. Genuinely having an impact on people’s lives.

In 2012 Aviva had launched their Drive app, a mobile application that measures how safely you drive, but they had always used it merely as a tactic through which to sell car insurance.

We believed that the app could achieve so much more, by using it instead to encourage the nation to drive more safely and ultimately make the roads safer for everyone.

We used first party data from the drive app, since 2012, to find out who really were the safer drivers across ages, genders, locations, and occupations. We then used the findings to start a national debate; did the reality meet the nation’s expectations. For example, 'Men vs Women' or 'Over 60s vs Under 60s' played out in social, and digital out of home where people could tweet their opinion straight to the screen.

We worked with AOL to develop a quiz that challenged people's road safety knowledge - giving them a more accessible way of taking the challenge, and encouraging them to go on to download the app.

We worked with the Telegraph, YouGov and a Road Psychologist to conduct a national survey to uncover the myths of safe driving. We then used the findings to create a series of driver archetypes that people could relate too, prompting driving reappraisal.

Re-framing the Drive app to help make the UK roads safer has been a huge success. More than 100,000 people have downloaded the app since January. This equates to more people in 3 months than in the whole of the previous 3 years, even though the app had been heavily promoted on TV every year since 2012.

Over 500,000 people have engaged with the campaign, spending 20,000 hours with the brand.

Sales are up 8% YOY, in spite of an overall market decline, a flat YOY media budget, and a brand new campaign.

But most importantly, the app has been proven to encourage people to drive more safely (based on risk analysis), and 10m miles have been driven more safely.