DFI Stresses shared space on the roads


DFI took to OOH last month to stress to the public the importance of shared space on the roads for both cyclists and drivers. This provincewide multi-format campaign incorporated various creatives with the same overarching copy ‘Look out for each other’.

Speaking about the campaign, Kathryn Fry, Media Manager at Genesis said:
“The new DFI Shared Space campaign aims to influence people’s attitudes and behaviours on the road by highlighting simple actions that both drivers and cyclists can take to reduce collisions. A variety of OOH formats were employed, as building both reach and frequency province-wide were critically important for a campaign of this nature. Context is a key driver for recall and OOH media played an important role in the DFI Shared Space campaign to reach drivers and cyclists while actively using our roads. Formats such as Forecourt 6 Sheets and Petrol Pumps were ideal for targeting drivers, while the exciting media-first with Belfast Bikes was perfect for targeting thousands of cyclists”.