Millions of motorists take to the roads over the Easter weekend, and an estimated 1.6 million uninsured vehicles were expected to be among them. For the Motor Insurers' Bureau, we built a broadcast PR campaign around figures from the Motor Insurance Database revealing regional hot-spots down to postcode level, giving stations a local angle. The message was clear: uninsured driving costs the economy £500m a year, uninsured drivers are thought to kill 160 people annually, and more than 180,000 uninsured vehicles were seized in 2008. We put their spokesperson on air across a radio day of interviews, securing 21 items of radio coverage reaching 2.6 million people, including BBC Radio Solent and Tay FM.
Motor Insurers' Bureau wanted to highlight how many motorists drive uninsured and prompt them to insure their vehicles.
The message
Uninsured driving costs the economy £500m a year and uninsured drivers are thought to kill 160 people annually. Uninsured vehicles can be seized, with more than 180,000 seized in 2008.
The angle
Millions of motorists would be on the roads over the Easter weekend, among them an estimated 1.6 million uninsured vehicles, with the Motor Insurance Database revealing regional hot-spots down to postcode level.
The result
21 items of coverage reaching 2.6 million, including BBC Radio Solent and Tay FM.
About Easter
Easter is the main Christian festival, marking the resurrection of Jesus, and its date moves each year with the church calendar. In the UK, Good Friday and Easter Monday are bank holidays, making the long weekend a busy time for families, travel, food and retail. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning Easter for 2027?
Easter Sunday next falls on 28 March 2027, with Good Friday on 26 March and Easter Monday on 29 March. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
