Ready For 20mph - Welsh Government
#ReadyFor20mph featured in the top five campaigns awarded globally in 2024.
- Welsh Government
- September 2022 - May 2024
What services we used
- Bespoke mixed-methods research and behavioural diagnosis
- ‘Field’ and ‘Lab’ testing of creative intervention materials
- OASIS campaign planning and media buying
- Quarterly pan-Wales behavioural monitoring surveys
- Advisory from The Misinformation Cell
- Monitoring, Evaluation, and Learning (MEL) dashboards
Awards won
Best Travel, Transport, Tourism Award (CIPR Excellence)
Best Use of Data & Analytics (PRCA Dare)
Public Sector Campaign (PRCA Dare)
Best Automotive and Transport Award (ICCO Global)
Best Strategy and Evaluation in a Campaign (ICCO Global).
The Challenge
On 17 September 2023, Wales became the first country in the UK to bring into force legislation to reduce the national default speed limit from 30mph to 20mph, making this one of the most complex behavioural change policies in the history of the Senedd. Driver behaviour and compliance with speed limits is multi-faceted. The traditional approach of telling people what to do and punishing them when they fail to comply is becoming less effective in tackling speeding.
Lynn was tasked to significantly increase awareness, encourage acceptance of the policy, and build capabilities in drivers to understand when and where they should drive at 20mph. In addition, in cases of FOIs, we had to evidence this work was cost effective and inclusive. We created and delivered an integrated national campaign, powered by behavioural science, and integrated with cutting-edge mis/disinformation strategy, specifically devised to build resilience within target audiences, safeguard implementation of the policy, and drive positive change in Wales.
A behavioural approach
In order to better understand driver behaviour, particularly around adherence to 20mph limits, Lynn conducted a behavioural diagnosis drawing on, and triangulating across, different data sources and methods to inform the behaviour change campaign development at multiple stages.
Our diagnostic work and overall campaign strategy (which integrated multiple Behaviour Change Techniques according to their effectiveness and practicability) was informed by the Behaviour Change Wheel (BCW), drawing on COM-B, the Theoretical Domains Framework (TDF), the Behaviour Change Technique Taxonomy (BCTTv1) and the Theory and Techniques Tool (TaTT).
All our communications solutions are powered by behavioural science and we robustly apply The Lynn Framework™ to all our work to ensure that content, creatives, and calls to action are informed by research, co-designed where possible, and that our outputs are always monitored, measured, and evaluated to ensure effectiveness and return on investment.
Development and activation
Our creative solution took courage. At Lynn, we are powered by behavioural science and all creative solutions are devised as a result of primary research and experimental testing. This means that our creative ideas always integrate primary evidence from our target audiences instead of relying just on intuition. The campaign was delivered bilingually in English and Welsh and activation included:
- Mass media: Hero film (TVC), radio adverts aligned with three phases of campaign delivery across TV, VOD, radio, and DAX.
- National doordrop: Printed bilingual informational leaflet delivered to every household in Wales, also available digitally in 13 of the most common spoken languages in Wales, BSL and easy read.
- Social media: Static assets, GIFs, animation, social cuts of hero film, infographics, and alternative text for paid and organic use on owned channels and partner network
- Out of home: Billboards, bus streetliners, petrol pump covers etc at key locations across Wales.
- Hyperlocal: Advertorials in regional press and community newsletters, as well as production of vox pop films with residents within Welsh communities. Editorial coverage secured in hyperlocal media through Local Authority press notices.
Measurement and impact
Communications metrics:
- 5.6 million cumulative reach generated and 73.9 million impressions delivered (+422% of KPI)
- 3.12% engagement rate (+104% of KPI)
- 118,449 unique link clicks (+270.7% of KPI)
- 1,062,408 views through VOD (+531.2% of KPI)
- 293,750 listens via Spotify & 329,310 listens via DAX radio (+103.8% of KPI)
Real world impact:
- A YouGov poll found that awareness of the policy had increased to 97% (+66% increase from September 2022)
- An Agilysis report concluded that within the first week of policy implementation, weighted average mean speeds had reduced by 2.9mph (sample: 25m+ vehicle journeys)
- A GoSafe study found 97% of drivers complying with the new slower speed limit (sample: 9,775 vehicles)
- In June 2024, Transport for Wales (TfW) data monitoring 3.5m vehicles showed that more than half motorists had cut their speed (57.8% stayed below 24mph, compared to less than 20% driving under 24mph at the same monitored sites pre-policy launch).
Insurers also found a 20% reduction in vehicle damage claims in Wales since policy launch, and new road collision data (Oct-Dec 2023) found that casualties have reduced on roads by 32% since the introduction of the policy – the lowest on record.
