Each week around 200 people are killed or seriously injured driving for work. People like delivery drivers, plumbers, electricians and repairmen.

Our challenge was to tell White Van Men to drive a bit better, without offending them and avoiding fuelling the negative stereotype that often surrounds them. The client, the Department For Transport, also had a really small budget to work with.

We created an ambient campaign in roadside cafes and service stations to tell van drivers how important they are. We created washroom posters to reach even more people and made some radio ads to talk to them directly in their vans. We also got to them on their days off by putting the ads in football programmes.