Ardmore targets learner drivers in UK first as new rules take effect

UK and Ireland integrated communications agency Ardmore Group has launched a high-profile advertising campaign for Northern Ireland’s Department for Infrastructure (DfI) to raise awareness of the biggest change to driver licensing and testing in 70 years.

Northern Ireland is introducing a Graduated Driving Licensing (GDL) scheme from 1 October and will be the first UK region to deliver major changes for learner drivers. GDL is a phased system that places temporary rules and restrictions on learner and newly qualified drivers to reduce high crash and fatality rates during their first years on the road.

Ardmore

Ardmore Group’s multi-platform campaign positions GDL not as a restriction on drivers but as essential preparation for the real, lifelong driving challenges ahead.

The creative concept positions the new measures – which includes a six-month mandatory learning period – as necessary protections to ensure young drivers are welcomed onto roads because they are “Road Ready”

The messaging draws on international evidence which shows regions with similar GDL rules have reduced young driver road deaths by over 20%.

The 10-week, broadcast-led campaign features a 30-second television commercial across ITV, Channel 4, Sky, and streaming platforms including Prime Video, Netflix, ITVx and 4OD.

Audio targets in-car listening via Bauer Media Group’s Cool FM, Northern Ireland regional network Q Radio and Spotify. Out-of-home placements include roadside Adshel, university accommodation 6-sheets, and Applegreen service station screens. Social media advertising includes through Twitch, Snapchat and Used Cars NI.

Ardmore Group, headquartered outside Belfast and with offices in Dublin, London and Manchester, is a leading integrated communications group with an exceptional breadth of capability to connect the customer touchpoints into one coherent brand experience that creates real change behaviour and intent.

It comprises advertising and marketing agency Ardmore, PR and brand reputation firm LK Communications, creative advertising agency Bonfire, ecommerce and performance marketing specialists BFG Digital, and strategic advisory consultancy Confluence Consulting.

The group employs a 70 plus team representing some of the UK and Ireland’s largest public and private sector organisations alongside international brands.