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How’s My Driving? wanted to celebrate its 30th anniversary in a way that felt authentic, human, and meaningful to its community of drivers, members, and partners. The goal wasn’t just to mark a milestone, it was to recognise the people who make the roads safer, strengthen connections across the network, and evolve the brand story to be warmer, clearer, and more people-focused.
The challenge was designing a campaign that balanced celebration with impact, reaching a wide audience through multiple touchpoints while keeping the messaging consistent, relatable, and memorable. Every activation needed to feel personal, resonate with drivers, and reinforce the organisation’s mission.
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For How’s My Driving?’s 30th anniversary, a simple social post wouldn’t suffice. They wanted a celebration that felt genuine, recognised long-standing members, energised drivers, and reinforced why the initiative has stood the test of time. The goal was also to reconnect with their community and broaden reach, using the milestone to strengthen their mission.
Every activation carried the central message: Celebrate the people who make the roads safer.
Key activations included:
Awards and recognition: Designing trophies and awards for long-standing members and top-performing drivers.
Engaging video content: Toolbox talk videos delivering simple, memorable safety messages to drivers and support teams.
Behaviour-change tools: Practical driver keyrings encouraging safe habits through everyday use.
Community storytelling: Sharing real stories, milestones, and achievements to celebrate members and build connection.
Media amplification: Securing coverage in industry outlets like Fleet News, extending the campaign beyond the network.
Brand evolution: Refining the brand narrative to feel clearer, warmer, and more human.
Each element was strategically designed to resonate, inspire action, and strengthen engagement across the network.
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