Public awareness
A campaign delivered by the people we trained
Reach, engagement and awareness uplift tracked end to end, tied to the six module course content, and judged on verified checks initiated rather than impressions.
Awareness that ends in a measurement
Most road safety campaigns end at the impression. This one ends at a verified check, because the same platform that carries the message also records whether anything changed.
Channels tracked
0
Each tied to a specific course module
Content sets
0
One per module, each with a claim, a source and a tier label
Campaign stages
0
Baseline first, publication of misses last
Assumed frequency
0.0x
Exposures needed before stated awareness moves
Reach and engagement rates are planning assumptions benchmarked to comparable road safety activity. Awareness uplift, checks initiated and every downstream safety and carbon figure are modelled from those assumptions and the standard per-check factors, and are labelled modelled wherever they appear.
01 The campaign planner
Move the spend and the cohorts, watch the outcome
Budget, trained cohorts and channel mix drive reach, engagement, uplift and the checks that follow. Cost per check initiated is the figure to argue about.
Annual campaign budget
GBP 750,000
Trained cohorts a year
24
Learners per cohort
16
Channel mix
100 share points
College cohorts and open days
18%
Schools and learner driver strand
14%
Forecourt and retail bay screens
26%
Recovery patrol and member comms
20%
Earned media and regional press
12%
Social and creator collaboration
10%
Gross reach
7,591,560
Impressions across paid, owned, earned and trained-learner delivery
Net reach
2,448,890
Gross divided by an assumed frequency of 3.1
Engaged
1,455,324
A completed view, a conversation, a leaflet taken or a screen interaction
Awareness uplift
390,190
People whose stated behaviour moves and holds to 90 days at 61 percent retention
Uplift across licence holders
0.95%
Share of the 41 million UK licence holders reached with a change that holds
People taking action
118,635
Completing a verified check within 90 days of exposure
Checks initiated a year
474,540
At the Verified Care cadence once a habit forms
Incidents avoided
3,037
Tyre-related roadside incidents, modelled from the standard per-check factor
Cost per aware adult
GBP 2
Campaign spend only. Trained-learner delivery is treated as free reach
Cost per check initiated
GBP 2
The number that decides whether the campaign is worth running
Avoided emissions
1,872 tCO2e
Modelled at the 2025 UK blended conversion factor
Household fuel saved
GBP 1,120,129
Money back to households, never revenue to anyone
Module 02 tie
Forecourt and retail bay screens
Spend: GBP 195,000
Reach: 1,911,000
Acting: 44,008
Cost per action: GBP 4
Module 04 tie
Recovery patrol and member comms
Spend: GBP 150,000
Reach: 1,065,000
Acting: 35,268
Cost per action: GBP 4
Module 01 tie
College cohorts and open days
Spend: GBP 135,000
Reach: 324,000
Acting: 17,474
Cost per action: GBP 8
Module 03 tie
Schools and learner driver strand
Spend: GBP 105,000
Reach: 546,000
Acting: 6,523
Cost per action: GBP 16
Module 06 tie
Earned media and regional press
Spend: GBP 90,000
Reach: 1,665,000
Acting: 2,413
Cost per action: GBP 37
Module 05 tie
Social and creator collaboration
Spend: GBP 75,000
Reach: 1,950,000
Acting: 1,199
Cost per action: GBP 63
The messenger matters more than the message
A trained technician explaining a contact patch outperforms every paid impression in the model.
02 How it runs
Six stages, baseline first
Nothing is published before a baseline exists, and the annual result names the channels that underperformed.
Baseline before a single post
Stage 01A stated-behaviour survey and the platform's own compliance rate on first checks, captured before any activity, so uplift is measured against a real starting point rather than asserted.
Train the messengers
Stage 02Cohorts complete the unit and the credential. Awareness is delivered by trained technicians and learners, not by an agency voice.
Publish the content set
Stage 03Six content sets, one per module, each with a claim, a source and a tier label. Nothing goes out that a technician could not defend at the bay.
Deliver at the point of measurement
Stage 04Forecourt screens, patrol handovers and open days put the message where a check can happen inside two minutes.
Measure action, not applause
Stage 05Reach and engagement are reported, but the campaign is judged on checks initiated and the compliance rate movement in the verified record.
Publish the result including the misses
Stage 06Annual publication of uplift by channel and by region, with underperforming channels named. Credibility is the asset the campaign is actually building.
03 Content tied to the curriculum
Six modules, six content sets
Every public asset is a compression of something a learner has already been assessed on, which is why it can be defended when challenged.
Module 01
Tyre fundamentals and the contact patch
Ninety second contact patch demonstration filmed at the bay
Describe radial tyre construction from bead to tread and the function of each component
Module 02
Pressure science: cold, hot, loaded and altitude
One screen graphic: cold means cold tyre, not cold weather
Apply the gas law relationship to predict pressure change from temperature change
Module 03
Failure modes and wear diagnosis
Wear pattern card set, printed for the forecourt and the classroom
Identify under-inflation, over-inflation, alignment and suspension wear patterns from tread evidence
Module 04
Measurement, calibration and the verified record
Verified record walkthrough, handed over at the roadside
Perform a four-corner check to a stated tolerance and record it correctly
Module 05
AiR technology, edge AI and data responsibility
Data and AI transparency explainer, no jargon, no claims
Describe the four-channel architecture and the derivation engine's inputs and constraints
Module 06
Safety, environment and the public case
Annual national numbers release with a tier label on every figure
Quantify the fuel, carbon and tyre-life effect of a stated pressure deficit
04 Channel detail
What each channel is actually for
Volume channels build permission. Point-of-measurement channels convert. The mix is chosen deliberately, not evenly.
Learners deliver the Module 01 contact patch demonstration to visitors and family. Highest conversion in the mix because the message arrives from a person holding the equipment.
05 Connected
Where the campaign plugs in
Reach and engagement rates are planning assumptions benchmarked to comparable road safety activity. Awareness uplift, checks initiated and every downstream safety and carbon figure are modelled from those assumptions and the standard per-check factors, and are labelled modelled wherever they appear.