Ford ‘Drive to Fitness’
Teaming up with Fleet Transport magazine, we put the spotlight on the lifestyle habits of Ireland’s ‘professional’ drivers – company reps, SME owners etc – who are so important to the economy. Our research uncovered some alarming facts: 74% of drivers admitted to being overweight; 41% eat lunch in their vehicles; 30% are smokers. On foot of the research, we worked with Ford to launch ‘Drive to Fitness’, with a brochure and website offering tips on healthier living for drivers. Celebrity nutritionist Elsa Jones agreed to front the campaign, which was endorsed by both the Road Safety Authority (RSA) and the Health and Safety Authority (HAS) while Applegreen agreed to partner the campaign at retail level. We launched the campaign with a special healthy lunch – prepared on the spot – for journalists.