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Driving Recklessly on Pavements (DRoPs)

The Challenge

The waste industry is the UK’s second most dangerous industry to work in. So when our client, Biffa, the country’s leading recycling and waste management company, turned to us for help in protecting their own and other employees in the sector from the real risks of dangerous driving, we couldn’t wait to get started.

The Campaign

Raising awareness of the impact of dangerous driving to waste sector employees and the general public was the starting point for the journey. We worked with Biffa to partner with local councils and police constabularies across the UK to get on board with the Biffa Driving Recklessly on Pavements (DRoPs) campaign and help us deliver our awareness and road safety message to every street in the UK.  

By unearthing the most shocking and heart stopping video footage taken from on-board waste truck cameras, we were able to demonstrate how drivers, in their impatience, will do almost anything to get past bin lorries – risking the lives and livelihoods of waste workers in the process.

Combined with alarming stats and facts this footage was packaged to deliver a series of exclusive, hard-hitting briefings to the BBC, and subsequently cascaded to the UK’s national and regional press and media, to deliver a high impact and emotive reaction.

Biffa: PR Campaign Biffa: PR Campaign

The Results

The campaign has helped drive a genuine shift in attitudes and behaviours, most notably achieving a reduction in incidents involving waste workers by as much as 50 per cent in some parts of the UK.

The campaign gathered real momentum with exposure on the BBC acting as the catalyst to widespread national and regional coverage in titles including the Daily Mail, ITV News Central, The Sun, Metro, Eastern Daily Press and Birmingham Mail, totalling over 450 million opportunities to see. 

The DRoPs campaign has since been endorsed by various local authority advisory committees and national road safety partnerships across the UK as well as being incorporated into 1.8 million copies of the Good Egg New Driver Guide.

Biffa was invited to present at the International Institute of Occupational Safety and Health Conference and selected as the Future Fleet award winner for best fleet/road safety initiative.

The campaign was also shortlisted for a prestigious Masters of Marketing award in the PR and Storytelling category.

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