Freedom of Information request - 'See their side' road safety video campaign
Request ID: FOI-2173-2122 Date published: 25 January 2022
You asked
F/on from FOI-1972
Please can I have the following information
1) How much money was spent on this campaign?
2) What brief was given to VCCP and any other creatives involved for the creation of this campagin?
3) What road safety campaigns or other campaigns or stakeholders were consulted or contacted during the creation of this campaign?
We answered
Our ref: FOI-2173-2122/GH
Thank you for your request received by Transport for London (TfL) on 23 December 2021 asking for information about the 'See their side' road safety video campaign.
Your request has been considered under the requirements of the Freedom of Information Act 2000 and our information access policy. I can confirm that we do hold the information you require.
How much money was spent on this campaign?
A total of £995,547.31 was budgeted for the full campaign, however actual spend was £765,571.39 as a result of pausing the campaign and switching the media value to the Watch your Speed campaign. This spend covers creative production cost, media spend, as well as market research.
Please note this figure may reduce slightly in future once final costs for areas such as media spend come in.
For clarity we have provided details of costs for all original media planned and the actual media costs incurred, reduced following the decision to pause the campaign.
What brief was given to VCCP and any other creatives involved for the creation of this campaign?
Please see the attached marketing brief. Please note that in accordance with TfL’s obligations under Data Protection legislation some personal data has been removed, as required by section 40(2) of the FOI Act. This is because disclosure of this personal data would be a breach of the legislation, specifically the first principle which requires all processing of personal data to be fair and lawful. It would not be fair to disclose this personal information when the individuals have no expectation it would be disclosed and TfL has not satisfied one of the conditions which would make the processing ‘fair’.
What road safety campaigns or other campaigns or stakeholders were consulted or contacted during the creation of this campaign?
The attached table shows the external groups that were invited to engage with the development of the campaign three times - in December 2019, June and September 2021. Attendance for the June and September meetings is detailed in Figure 2. TfL does not have a record of the December 2019 attendance. TfL also consulted colleagues in the Greater London Authority's (GLA) transport team, the marketing and communications team and the Department for Transport (DfT), including sharing the final creative work.
If this is not the information you are looking for, or if you are unable to access it for some reason, please do not hesitate to contact me.
If you are not satisfied with this response please see the attached information sheet for details of your right to appeal.
Yours sincerely
Graham Hurt FOI Case Officer FOI Case Management Team General Counsel Transport for London
