One-fifth of road deaths and serious injuries involve a young driver.
Our client Admiral Insurance wanted to launch a campaign that would contribute to improving road safety outcomes for young drivers.
Based on insight that shows the words ‘drive safely’ have lost their meaning between parents and young people, we launched Words to Live By, exploring the relationship between young adults and their parents, and aiming to create meaningful conversations around road safety.
You can see the full story of how we approached the project, and the results we achieved, in our full case study. But at the heart of our work was a desire from Admiral to make a real difference to the number of young people in accidents.
We were thrilled that the campaign went on to beat tough competition to win multiple awards including:
- CorpComms Awards 2025: Best Use of Content – Gold
- CIPR Cymru Awards 2025: Best Video & Podcast – Gold
- CMA Awards 2025: Best Video, Individual – Silver
- CMA Awards 2025: Best Financial Services Content – Silver
- CorpComms Awards 2025: Best Video – Highly Commended
Creating life-changing conversations
Overall, our award wins and entries are a recognition of how we turned the everyday phrase “drive safely” into powerful, life-changing conversations between young drivers and their families. By combining emotive storytelling with authentic voices, our work sparked meaningful dialogue and achieved standout results. Judges particularly praised the depth of research and the power of the storytelling in the campaign.
Our gongs are a powerful testament to the hard work and collaborative effort across all teams to make this campaign impactful.
Most importantly, our awards help raise awareness of the campaign’s powerful central message about the impact of reckless driving on young people and their families. After the campaign, Admiral was invited to the House of Commons to take part in a discussion on the role of insurance in protecting young drivers; at the event MPs thanked Admiral for the campaign and recognised it’s not “what insurers typically do”.
Do you want award-winning work that also makes a difference to society? That’s exactly the kind of work we love! Contact us today.