CorpComms Magazine

The RAC has been publishing its report on motoring, which serves as a thought leadership publication and public relations tool, since 1988, but this year it wanted to do something different to demonstrate the organisation's authority as the 'voice of the motorist' and to differentiate it from competitors.

The new report, which was printed on recycled paper in undersize A4 with the RAC's distinctive orange and white chevrons along the spine, carried the strapline 'Divided we drive' and the cover visuals, with a roundabout signaling tax, safety, and fuel costs. It set the scene for its agenda which focused on the divide between urban and rural drivers.

Described by the judges as 'well designed and articulate', the report covered everything from 'who is the driver?', 'what is concerning drivers?', 'state of the roads' to 'road safety'.

The RAC pulled together key facts from other reports into motoring alongside its own research, which found, for example, that 78 per cent of drivers believe the state of motorways has deteriorated over the past year, while ten per cent of drivers think they may be over the limit when they drive.

Following the report's launch in June, more than 170 articles have been written highlighting its findings. 'This hit its target market and achieved great press coverage,' said the judges.

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Shortlisted entries

Sharing the journey - Arriva - Agency: Drummond Central

The Energy - Centrica Energy - Agency: Pressgang

Everyone magazine - Everything Everywhere - Agency: Words & Pictures

Transform - PwC - Agency: Bladonmore