Cruise operator Scenic Luxury Cruises and Tours is bringing the joys of the world even closer to home for travellers from Scotland in 2023, with direct flights from Edinburgh and Glasgow offered across its range of European sailings (www.scenic.co.uk).
This remarkable deal – which guarantees departures on full-service airlines rather than budget carriers – meaning local holidaymakers are never far from the blooming tulips of the Netherlands. The best of Europe is only a short stop away with Scenic.
Book by 28 February to save up to £2,300 per couple and enjoy a taste of the line’s famous five-star luxury from the off, with FREE business class flights and private door to door transfers.
Highlights for 2023 include:
8 Day Windmills, Tulips and Belgian Delights
Irresistibly joyful, the Netherlands in bloom is a sight to savour. Sailing on a roundtrip from Amsterdam, the first port of call is the dynamic, international city of Rotterdam, the architectural capital of the Netherlands.
If preferrable, guests can decide to instead visit the picturesque town of Kinderdijk, famed for its iconic Dutch windmills. Walk the charming streets of Veere and visit the diamond capital of the world in the beautiful city of Antwerp.
Be transported back in time at the Netherlands Open Air Museum, home to historic houses, farms and windmills, or visit the Gardens of Appeltern, which is home to 200 colourful model gardens. In Amsterdam, conclude your unforgettable voyage with a memorable visit to the Keukenhof Gardens, which is home to over seven million flowering bulbs. This voyage calls in at Dordrecht, Veere, Antwerp, Arnhem and Hoorn. Prices start from £2,435 per person based on a 5 April 2023 departure date.
Scenic’s river cruises are truly all-inclusive, meaning guests can leave their wallet in a safe place and relax, knowing everything is taken care of. Flights, transfers, fine dining experiences, premium branded beverages and once-in-a-lifetime immersive excursions are all included in the price.
For more information or to book, call 0808 301 8277, visit www.scenic.co.uk, or contact your local travel agent.
The National Deaf Children’s Society is delighted the Scottish Labour Party yesterday unanimously passed a motion pledging crucial support to deaf children during their early years.
If deafness is not identified early enough, deaf children may miss out on vital early language development, the opportunity to learn British Sign Language (BSL) from a young age or the chance to have a hearing aid or implant fitted. This can have a lifelong impact on the ability of deaf children to communicate.
The National Deaf Children’s Society wants to ensure no deaf child in Scotland waits more than six weeks from referral to audiology to getting a hearing test, as set out in the current Scottish Quality standards for Paediatric Audiology. However, in some parts of Scotland the average wait time can be a year.
Welcoming the support of the Scottish Labour Party, Mark Ballard, the National Deaf Children’s Society’s Head of Policy and Influencing for Scotland, said: “If we fail to get paediatric audiology services right for deaf children when deafness is first identified we then risk failing deaf children for life.
“Because of the delays some families face, we can end up with the shocking scenario where children who might have benefited from using hearing aids from the very earliest years miss out simply because of delays in testing and treatment.
“Unfortunately, opportunities to learn language in this vital period of development once missed cannot be reversed.”
Scottish Labour councillor Ben Smith (Paisley Northwest, Renfrewshire), who put forward the motion, said: “We were all shocked learn how deaf children were failed by audiology services at NHS Lothian.
“This cannot be allowed to happen again. Waiting times for deaf children to access audiology testing and treatment are still too long. Early support is crucial to help deaf children thrive.
“Scottish Labour is proud to support deaf children and young people in Scotland.”
Mr Ballard added: “Every deaf child should get the high-quality support they need from the earliest years. We need robust quality assurance mechanism to make sure there can be no more scandals like NHS Lothian.
“With the right support deaf children can get best opportunities to develop language skills and should be able to make informed choices around hearing aids, implants and learning BSL.”
East Renfrewshire is the mainland authority with the highest growth at 17.7%
2022 makes history with the largest number of high-value homes sold
Edinburgh one of six areas with values increased by 10% or more
Scott Jack, Regional Development Director at Walker Fraser Steele, comments:“If we step back for a moment and look at 2022 overall, it has been a record year for housing transactions in Scotland – all the more significant if we consider the performance of house prices over the last couple of years which have seemingly inexorably climbed.
“When we consider the rise in prices since the start of lockdowns back in March 2020, the average house price over that period has risen £41,700 (or 22.7 per cent). If we look at consumer prices measured by the CPIH over the same period, house prices have comfortably outperformed price growth elsewhere.
“Our data looks at the entire market which includes the significant volume of cash purchases north of the border and supports the view expressed in the RICS Residential Market Survey for December and January which indicated that prices are generally remaining resilient in Scotland. A frequent observation is that there remains a lack of suitable properties coming on to the market, which creates competition for those that are available, which helps in turn support current price levels.
“If we focus specifically on December, we can see the impact of the rising cost of borrowing. The average house price in Scotland continued to rise during December, although the increase was a modest £63. Average prices have now reached £225,520, which is some £14,800 – or 7.0% – higher than a year earlier. This sets another new record average price for Scotland, the tenth to occur in 2022.”
Table 1. Average House Prices in Scotland for the period December 2021 – December 2022 (The prices are end-month smoothed over a 3 month period) (Link to source Excel)
Commentary: John Tindale, Acadia Senior Housing Analyst:
The December housing market
Average house prices in Scotland continued to rise during December, although the increase was a very modest £63. Average prices have now reached £225,520, which is some £14,800 – or 7.0% – higher than a year earlier. This sets another new record average price for Scotland, the tenth to occur in 2022.
Indeed, if we look at the change in values since the start of the pandemic in March 2020 – when the average house price in Scotland was £183,853 – there has been an increase of some £41,700 or 22.7% to the end of December 2022. This compares favourably with the increase in consumer prices of 15.4%, measured by CPIH, over the same period. Property prices have thus risen in real terms over the last nearly three years.
Looking at the first six months of the monthly rates of change in house prices in Table 1 on page 3, the total amounts to 5.3%, which contrasts with the 1.5% increase in monthly rates during the second half of 2022.
This is a clear demonstration of the cooling in the housing market that has taken place over the last six months. However, what we can also see is that, with the exception of August 2022, the movement in prices has remained positive, which indicates that demand for properties still exists – even if it has softened from the levels seen earlier in the year.
As we show on page 7, sales of high value properties have continued throughout 2022, at a pace which exceeds that of 2021 – which year had itself set new record levels, almost 90% higher than the total number of high-value properties sold in 2019.
The RICS Residential Market Survey for December and January both indicated that prices are generally remaining resilient in Scotland, which contrasts with negative movements to the south in England. A frequent comment among surveyors in Scotland is that there is a lack of properties coming on to the market, which creates competition for those that are available, generally maintaining existing price levels. We wait with considerable interest to see what 2023 has in store.
Annual change
The average house price in Scotland in December 2022 has increased by some £14,800 – or 7.0% – over the last twelve months. This annual rate of growth has marginally decreased from November’s revised 7.1%, but only by the smallest of margins. In fact, prices in December increased by just £63 in the month, but an increase is an increase, and somewhat remarkably this rise established yet another record average house price – £225,520 – for the tenth month this calendar year.
In December 2022, 29 of the 32 local authority areas in Scotland saw their average prices rise above the levels of twelve months earlier, the same number as in November. The three areas where values fell over the year were, in descending order, Aberdeen City (-5.4%), Scottish Borders (-3.0%) and Stirling (-0.7%).
Aberdeen City has now fallen by nine places over the year to 24th in terms of its ranking of average prices compared to the other 31 local authorities in Scotland. This month in Aberdeen City, flats have experienced the largest fall in value, from an average £120k in December 2021 to £105k one year later.
The area with the highest annual increase in average house prices in December 2022 was the Shetland Islands, where average values have increased by 19.5% over the year. In the Shetland Islands, detached property values have seen the highest rise over the year, from £190k in December 2021 to £240k twelve months later, but this is based on a relatively small number of transactions.
On the mainland, the highest annual increase was in East Renfrewshire, up by 17.7%. This increase has been assisted by the sale of a £2.3 million detached property in Giffnock, some nine miles to the south of Glasgow. The property is the most expensive home to have been sold in East Renfrewshire in the last five years.
On a weight-adjusted basis, which incorporates both the change in prices and the number of transactions involved, there are five local authority areas in December which accounted for 51% of the £14,800 increase in Scotland’s average house price over the year. The five areas in descending order of influence are: – Edinburgh (25%); Glasgow (11%); East Renfrewshire (5%); North Lanarkshire (5%); and South Lanarkshire (5%).
Monthly change
In December 2022, Scotland’s average house price rose in the month by just £63, or 0.0% This follows November’s rise in prices of some £1,100, but it does at least remain positive.
In December 2022, 17 of the 32 Local Authority areas in Scotland experienced rising prices in the month, which is the same number as in November. Of the 17 local authorities with price increases, 8 are in the top 16 areas when ranked by price, with 9 being in the lower half of the market. The distribution of those with price rises is therefore evenly matched between the higher- and lower-priced areas in Scotland.
The area with the largest increase in average prices on the mainland in December was Moray, up by 4.9%. This month, the increase in the average price in Moray was helped by the sale of a six-bedroom detached home, set in eight acres of land, located some 1.5 miles to the west of Elgin. It sold for £1.1 million which is the second most expensive property in Moray in 2022. It had previously been sold in June 2010 for £800k, which works out at an annual compound gain of 2.6%, over the period.
Peak Prices
Each month, in Table 2 above, the local authority areas which have reached a new record in their average house prices are highlighted in light blue. In December, there are 6 such authorities, down from the 8 in November. Scotland itself has also set a new record average house price of £225,520 in the month.
Scotland transactions of £750k or higher
Table 3. The number of transactions by month in Scotland greater than or equal to £750k, January 2015 – December 2022 (Link to source Excel)
Table 3 shows the number of transactions per month in Scotland which are equal to or greater than £750k. The threshold of £750k has been selected as it is the breakpoint at which the highest rate of LBTT becomes payable.
There were 114 such transactions recorded by Ros during the month, with 70 relating to December 2022, 34 to November 2022 and a further 10 from earlier months, increasing the number registered to date in 2022 to 1,198.
This total already exceeds that of 2021, with a further 30 or so properties likely to be added to the total next month. Thus 2022 has proven to be the year with the largest number of high value sales in Scotland’s housing history.
Indeed, on the relatively safe assumption that a further 10 sales will be added to the December 2022 total, we can say that such sales in 2022 exceeded those in each month of 2021, except for March and June.
It may be recalled that March 2021 was the last month in which the LBTT tax-holiday applied in Scotland – which explains the higher number of sales that occurred in that month. Similarly, June 2021 was the last month of the SDLT tax-holiday in England – which wouldn’t have saved money for those buying a property in Scotland, but may have acted as an incentive for those moving to Scotland from England, so as to maximise the value of the home being sold.
Table 4 (next) provides a listing of the local authority areas ranked by the number of sales in excess of or equal to £750,000 for the years from 2018 – 2022.
Transactions analysis
Figure 2 below shows the monthly transaction count for purchases during the period from January 2007 to December 2022, based on Ros (Registers of Scotland) figures for the Date of Entry (December 2022 totals are based on Ros Application dates).
The graph starts in 2007, which was something of an exception, with close to 150,000 domestic property sales in the calendar year. The 2007 sales total is the largest of the last 18 years, although the period from 2004 to 2006 came close, with an average 139,000 sales on an annual basis.
However, during 2008 the banking industry began to suffer its credit crisis, with home loans becoming difficult to obtain, especially for first time buyers. Accordingly, the number of housing transactions fell to approximately 70,000 per year over the period from 2009 to 2012.
Normality was slowly restored from 2013, with sales rising to a yearly average of 87,500 over the period from 2013 to 2015, rising to an average 102,000 sales per annum from 2016 to 2019.
The effect of the Covid pandemic – which started in March 2020 – can be clearly seen on the graph. Housing transactions in April 2020 plummeted with the arrival of the pandemic, to be followed by a slow rise in sales as confidence began to return. Then followed a period when sales exceeded previous levels, from September 2020, as lifestyle changes and the LBTT tax-holiday pushed up demand – especially for properties with space to allow for working from home.
Figure 2. The number of sales per month recorded by Ros based on entry date from 2007 – 2022 (Link to source Excel)
In Figure 2, three peaks can be seen after March 2020: in October 2020 (pent-up demand from the low transaction levels earlier in 2020) and March and June 2021 (LBTT and SDLT tax-holidays encouraging sales in both Scotland and England). In the first eleven months of 2022, transaction levels have averaged 8,563 sales per month, which closely matches the average 8,610 sales per month recorded in the first eleven months of 2019 – the last full year prior to Covid.
Heat Map
The heat map below shows the rate of house price growth for the 12 months ending December 2022. As reported above, 29 of the 32 local authority areas in Scotland have seen a rise in their average property values over the last year, the three exceptions being Aberdeen City, the Scottish Borders and Stirling. The highest increase on the mainland over the twelve months to December 2022 was in East Renfrewshire at 17.7%. 6 of the 32 local authority areas had price growth of 10.0% or higher – four fewer than in November 2022.
Supporting and scaling up responsible investment in nature
Environmental organisations, community groups, land owners and farmers will be eligible to apply for a share of £1.8 million funding to help grow their nature projects.
The Scottish Government and NatureScot, working in partnership with the National Lottery Heritage Fund, and with support from the Green Finance Institute, are launching a new programme of support to help scale up private investment in Scotland’s natural capital.
Grants of up to £240,000 will be offered to organisations and partnerships to help develop a viable business case and financial model, to attract investment in projects that can restore and improve the natural environment, such as, but not limited to, woodland creation, marine enhancement and peatland restoration. Successful projects will also demonstrate the means to engage and share benefits with communities, contributing to a just transition.
The Facility for Investment Ready Nature in Scotland programme also aims to ensure that investment in, and use of, Scotland’s natural capital creates benefits that are shared.
Minister for Environment and Land Reform Mairi McAllan said: “The Scottish Government has already significantly increased public investment in nature restoration through, for example, our £65 million Nature Restoration Fund.
“But public investment can’t do it alone. The finance gap for nature in Scotland for the next decade has been estimated to be £20 billion – that’s why we are working to find ways to bridge this finance gap through leveraging responsible private finance.
“The Facility for Investment Ready Nature in Scotland programme will enable swifter, easier and scaled up development of nature-based investable projects across the country. It has the potential to grow natural capital markets that reach across rural, urban, terrestrial and marine settings, and to support a wide variety of natural assets and ecosystem services.”
NatureScot’s Director of Green Economy Robbie Kernahan said: “Scotland’s nature is in crisis: its unique habitats and ecosystems will only continue providing the benefits to our wellbeing if we act now to value it and invest in it.
“The new Facility for Investment Ready Nature in Scotland is a vital opportunity to stimulate that investment and will help us halt nature loss – we must grasp it with both hands.”
Heritage Fund Director for Scotland Caroline Clark said: “Thanks to money raised by National Lottery players, we are delighted to support this programme which will ensure more of Scotland’s natural capital can be unlocked for the benefit of the environment and communities.
“FIRNS offers an exciting opportunity to explore ways of diversifying income for Scotland’s nature sector and building skills, capacity and resilience for the communities and organisations who are caring for the future of our natural world in a time of immense change.”
Heart Research UK Healthy Heart Tip, written by the Health Promotion and Education Team at Heart Research UK
Healthy Tip: Maintaining a Healthy Weight
Maintaining a healthy weight has many health benefits and reduces your risk of heart and circulatory diseases. When we consume more calories than our body needs, we store the excess as fat. The two fat types we want to reduce in order to lose weight and improve heart health are subcutaneous fat (the fat under the skin) and visceral fat (the fat around our waist and abdominal organs).
While it is a good idea to weigh yourself to track progress, we encourage you to focus on the lifestyle and health behaviours you can adopt, rather than obsessing over the numbers on the scales.
Below we outline three such behaviours that promote weight loss that you can start doing straight away:
Move more
Taking part in physical activity makes our body use more calories; the more we move, the more calories our body uses.
To lose weight, we need a calorie deficit, meaning we consume fewer calories than our body uses, this promotes weight loss and it’s why exercise is an important factor for losing weight.
Protein is the most satiating macronutrient, meaning it makes you feel full. Make sure you include a protein source at every meal.
Healthy low-fat options include white fish, skinless chicken and turkey, beans, lentils, eggs, tofu and low-fat dairy products (milk, cheese, yoghurt). Adults should aim to consume at least 0.75g of protein per kg of bodyweight per day, on average this is 56g of protein for men and 45g for women, but check your body weight to work out your recommended intake.
Avoid UPF’s
UPF’s or ultra-processed foods are food products that usually contain long lists of ingredients and couldn’t be made at home in your own kitchen. Examples include carbonated soft drinks, pre-packaged snacks, cakes, biscuits, and instant soups/noodles.
While eating these foods occasionally isn’t necessarily a problem, many of these types of foods are specifically manufactured to make you want to eat more of them.
The calories per portion may be low, but you may find yourself more likely to overeat these foods in comparison to homecooked alternatives. Try cooking meals and snacks from scratch at home as much as possible.
Muscular Dystrophy UK (MDUK) is calling for everyone in and around Edinburgh to take part in Kiltwalk on 17 September 2023 to support those in Scotland who have a muscle-wasting condition as well as family, friends and colleagues who might be affected.
The sooner people are able to sign up, the sooner you can start fundraising! Rare Disease Day is Tuesday 28th February, and is a day to raise awareness of conditions like Muscular Dystrophy where there are 110,000 children and adults affected which means they life is limited. We’d love if you did something special this Rare Disease Day and register to walk for muscles.
To register for Kiltwalk and get your FREE place please go to:
Jodie Whitham, MDUK’s Regional Development Manager said: “We rely on the generosity of our supporters, local businesses, and communities every year. Last year we raised more than £6000 from Kiltwalk and hope 2023 can be even bigger.”
For further information and to request your free t-shirt and fundraising pack contact Jodie on j.whitham@musculardustrophyuk or call on 07771 374839.
The UK Commission on Covid Commemoration is now considering all responses and final recommendations will be put to Government in Spring
Almost 5,000 people from across the UK took part in the consultation process
The UK Commission on Covid Commemoration is now considering all responses
Final recommendations to be put to Government in Spring
Thousands of people have given their views on how they want the COVID-19 pandemic to be remembered across the UK.
Last October, the UK Commission on Covid Commemoration launched a public consultation giving people across the UK the opportunity to say how they think the pandemic should be remembered, with possible suggestions including the adoption of a Remembrance Sunday-style symbol, dedicated memorials and reflective spaces.
During the consultation period, which ran until 5 December last year, almost 5,000 individuals from across the UK gave their views.
The Commission is considering these responses alongside the findings from the various consultation events held with groups and organisations across the UK. The Commission is now turning its focus to agreeing a final report to present to the UK Government in Spring.
The Commission on Covid Commemoration is also looking at issues such as how the pandemic should be taught to future generations and whether a commemorative website should be created to provide details of local memorials and commemorative spaces.
The Chair of the UK Commission on Covid Commemoration, Nicky Morgan, said: “It has been a privilege to see so many people coming forward with suggestions for how they think the COVID-19 pandemic should be commemorated and remembered across the UK. I am grateful to everyone who participated.
The pandemic was one of the most significant moments of our lifetime and will be remembered across the world for years to come, both because of the people we lost and because of the great sacrifices made by so many people to keep our country running.
We have heard a lot of different views expressed in the consultation and it is tremendously important that we take them all into account as we work on our recommendations for the government. It is vital that we get this process right and I am determined to make sure that we do.
The Minister for the Cabinet Office, Jeremy Quin, said: “The Commission’s work on how the public wants to commemorate the pandemic is vitally important.
“I am grateful to all those who have taken the time to express their views and the Government is looking forward to receiving the final report from the Commission.”
This year will see a major investment, anticipated to be in the region of £3 million, in one of Scotland’s premier visitor destinations. The Scotch Whisky Experience is a five-star attraction operating from the top of Edinburgh’s busy Royal Mile.
The Experience has been educating and enthusing visitors about Scotch whisky for over 30 years already welcoming more than 8.5 million visitors from around the globe, in addition the Amber Restaurant and Whisky Bar accommodate corporate events and private dinners.
The Scotch Whisky Experience brings the joys of Scotland’s whisky heritage to a worldwide audience. The substantial investment of £3 million will enhance the visitor experience, with work already underway, this will reflect the premium nature of Scotch whisky.
With tour options to suit both whisky lovers and those with a passing interest, the new tour experience will include technology not yet seen at a visitor experience in the UK.
Susan Morrison, Chief Executive of The Scotch Whisky Experience, said: “We’ll be creating a theatrical and magical experience to tell the story of Scotch whisky production, blended with technologies which we believe have never before been used in a visitor experience.
“Our team have been nurturing this vision since well before the pandemic, and excitement is building. We can’t tell you more yet, but we promise that what we have in store will be breathtaking and truly unique.”
The Scotch Whisky Experience was first created when 19 individual Scotch whisky companies jointly invested in showcasing the industry to international visitors. The Scotch Whisky Experience remains a key partner for the industry. Representing a significant proportion of the Scotch whisky distillers companies, the experience has new distillers joining all the time as more and more distilleries are built all across Scotland.
The Scotch whisky industry is a very considerable player in both Scotland and the UK representing £5.5 billion in gross value added (GVA) to the economy with 11,000 people directly employed in Scotland, 7,000 of those jobs in rural areas. In 2021, Scotch Whisky accounted for a remarkable 22% of all UK food & drink exports.
Education is a key ingredient in the success of Scotch whisky with its unique and complex heritage. The product of the distillation of water, barley and yeast it encompasses a huge range of possible expressions based on differences of age, source of ingredients, region, type of maturation and the production process itself.
The industry offer includes many varieties of single malts, product of just one distillery, and a huge range of blended whiskies made by the highly-skilled Master Blenders. The Scotch Whisky Experience’s new investment is destined to bring even more visitors into this extraordinary world of Scotland’s whisky heritage.
Work commenced in early January and will be completed by Summer 2023. Any disruptive work will be undertaken outside opening hours and will not impact on tour experiences, Amber restaurant or private events.
A quarter of a million Baby Boxes have been delivered to expectant parents – providing them with more than £400 worth of essential items for their newborn.
The milestone was reached ahead of the popular scheme’s sixth anniversary in the summer.
Children’s Minister Clare Haughey said: “The Baby Box is part of our commitment to ensure every child has the best start in life, and I am heartened that so many families have benefitted from this fantastic scheme.
“Clearly household budgets remain under extreme pressure from the cost of living crisis, so it is reassuring to know that all expectant parents in Scotland, regardless of their circumstances, have access to essential items needed for the first six months of their newborn’s life.
“The Baby Box also contains items to support positive parenting, benefitting infants as well as parents.”
One Parent Families Scotland Chief Executive Satwat Rehman said: “With rising costs, single parent households are under increasing pressure to meet the costs of looking after their children.
“Having just one income, with costs associated with a newborn, is very difficult and the essentials contained within the Baby Box go a long way to easing that for single parents. We have seen first-hand how much difference this has made to the families we work with.”
Road safety campaign highlights the dangers of driving tired
A powerful campaign by The Scottish Government and Road Safety Scotland goes live today, reminding drivers about the dangers of driver fatigue.
It follows an increase in serious incidents on the A9 trunk road in 2022, with 12 fatal collisions and 18 fatalities reported. Of this total, 13 deaths occurred on the Perth to Inverness section of the road during the second half of the year1.
Fatigue is a contributory factor in collisions which kill or seriously injure around 50 people every year in Scotland2 and as many as 25 per cent of all fatal and serious incidents on the A9 between Perth to Inverness3.
Many of the counter measures used by drivers to combat tiredness (opening a window, turning up the radio or pinching themselves) have been shown to be ineffective. Instead, the campaign urges driver to take regular breaks, stop to rest and have a coffee, and plan ahead to avoid driving tired.
Minister for Transport Jenny Gilruth, said: “Driver fatigue is a serious issue that causes too many serious and fatal road collisions each year. Drivers often experience early signs of feeling tired such as yawning, eyes drooping and head-nodding, and should stop for a rest as soon as it’s safe to do so.
“We’re reminding people to plan their journeys well in advance, ensure they are well-rested before setting out and take regular breaks. It’s simple yet powerful advice which can help save lives on Scotland’s roads.”
Sleep-related collisions are around 50 per cent more likely to result in death or serious injury as they tend to be high-speed impacts.
Michael McDonnell, Director of Road Safety Scotland and a member of the A9 Safety Group, said: “Sadly we have seen a rise in serious and fatal collisions on the A9 trunk road in the last year and many of them involve an element of driver fatigue – something that can be prevented. A tired driver is a danger not only to themselves but to everyone on the road.
“If you feel tired while behind the wheel, opening your window or turning up the music isn’t enough. Stop for a rest and a coffee before you get back on the road to help keep you and others safe.”
A two second micro-sleep at 30 mph can result in complete transition from one lane to the next and you will be unable to notice or react to a child stepping out on the road5.
The new multi-media marketing campaign will run on multiple channels including TV, digital, outdoor, radio, PR and social media.
The thought-provoking advertising, features a striking close-up of a tired driver’s eye, with the road ahead reflected in it. After a long blink, the road reappears in the eye, however the car drifts towards the centre of the road as the eye droops further and finally remains closed, resulting in a head-on collision with another car and devastating consequences.
