Case Study: Leicester, Leicestershire & Rutland Road Safety Partnership reaches South Asian parents with multilingual road safety campaign from Effect

Leicester, Leicestershire & Rutland Road Safety Partnership boosts landing page views 154% with effect

The Leicester, Leicestershire & Rutland Road Safety Partnership, a local government body, faced the challenge of educating parents, particularly within South Asian communities where English is not a first language, on child car seat laws to help reduce road casualties. Effect Digital was briefed to design and deliver a targeted campaign that would cut through cultural and linguistic barriers with a tone that educated rather than lectured.

Effect implemented a culturally intelligent campaign, translating all materials into four languages and using creative inspired by Bollywood film posters to capture attention. The solution used targeted paid social ads to drive traffic to fully translated educational landing pages. The campaign successfully reached its target audience with high frequency, and a mid-campaign optimization resulted in 154% more landing page views at a 32% lower cost, effectively informing the community.

Leicester, Leicestershire & Rutland Road Safety Partnership