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Auto Trader aims to improve road safety with Swear To Change campaign

Auto Trader has launched a new marketing campaign to promote ‘equality’ among road users in a bid to improve safety.

Swear To Change is a multi-million pound initiative, designed by the online car marketplace to spark debate about road safety.

According to recent Auto Trader research, the main cause for road users holding negative opinions of others is due to them thinking they do not exercise 'road equality' (38%).

Almost three-quarters (72%) of road users agree that UK roads aren’t equal for all users, and nearly half (45%) agree that changing attitudes are key to improving road equality.

The Swear To Change campaign was designed to build even greater brand awareness amongst consumers of both the issue and of Auto Trader in the process.

It is offering free merchandise – 20,000 reflective outdoor jackets, back pack covers and dog leads - to consumers in a bit to encourage them to acknowledge and encourage a change in old attitudes on UK roads in a bid to improve road equality.

The campaign is being supported by Double Olympic Gold medal winning cyclist and jockey Victoria Pendleton (pictured) and British Paralympian athlete Lauren Steadman and has already reached over 30 million consumers through national press and radio interviews, social and digital marketing activity with more planned.

Auto Trader’s audience and brand director, Lei Sorvisto, said: “We may have over 40 years of heritage, but our goal has always been the same – to approach our marketing in an innovative and exciting way.

"On the back of 2018’s hugely successful #AutoTraderGoals, this year we wanted to leverage our position as one of the UK’s best-known companies to provoke an important conversation and drive genuine stand-out for our brand.

“By identifying an issue that affects all road users, #SwearToChange is already sparking a much-needed debate on road safety, and in the process ensuring Auto Trader is front of mind with consumers. It’s just another way in which we’re driving more engaged car buyers to our customers’ advertisements.” 

Swear-to-change forms part of a broader 2019 above-the-line brand campaign, which later this year will include TV advertising promoting Auto Trader’s new car proposition.

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