'See their side' road safety video campaign

Jack Fifield made this Rhyddid Gwybodaeth request to Transport for London

Automatic anti-spam measures are in place for this older request. Please let us know if a further response is expected or if you are having trouble responding.

Roedd y cais yn rhannol lwyddiannus.

Dear Transport for London,

I am writing to ask you about details pertaining to the recently published 'See their side. See safer roads' video advert, created by VCCP. The video can be found here https://www.youtube.com/watch?v=fvZuafWe... and here: https://twitter.com/TfL/status/146091069... .

Please can I have the following information (if any of these questions would cause the whole request to be refused, please consider the rest of the request separately to the original timeframe but please inform me of the partial rejection when you make that decision):

1) How much money was spent on this campaign?
2) What brief was given to VCCP and any other creatives involved for the creation of this campagin?
3) What road safety campaigns or other campaigns or stakeholders were consulted or contacted during the creation of this campaign?
4) In a separate PDF document, please can I have copies of all internal electronic communication (e.g. emails) pertaining to this campaign?
5) In a separate PDF document, please can I have copies of all electronic communication with external stakeholders (such as VCCP or safety campaigns) pertaining to this campaign?

Yours faithfully,

Jack Fifield

FOI, Transport for London

Dear Jack Fifield

 

Our ref: FOI-1972-2122/GH

 

Thank you for your request received by Transport for London (TfL) on 26
November 2021 asking for information about the ‘See their side' road
safety video campaign

 

Your request will be considered in accordance with the Freedom of
Information Act 2000 and our information access policy, and we will issue
you with a response by 23 December 2021. We publish a substantial range of
information on our website on subjects including operational performance,
contracts, expenditure, journey data, governance and our financial
performance. This includes data which is frequently asked for in FOI
requests or other public queries. Please check
[1]http://www.tfl.gov.uk/corporate/transpar... to see if this helps you.

 

We will publish anonymised versions of requests and responses on the
[2]www.tfl.gov.uk website. We will not publish your name and we will send
a copy of the response to you before it is published on our website.

 

Yours sincerely

 

Graham Hurt

FOI Case Officer

FOI Case Management Team

General Counsel

Transport for London

 

 

This message has been scanned for malware by Forcepoint. [3]www.forcepoint.com

References

Visible links
1. http://www.tfl.gov.uk/corporate/transpar...
2. http://www.tfl.gov.uk/
3. http://www.forcepoint.com/

FOI, Transport for London

1 Atodiad

Dear Jack Fifield

 

Our ref: FOI-1961-2122/GH & FOI-1972-2122/GH

 

Thank you for your requests received by Transport for London (TfL) on 26
November and 1 December 2021 asking for information about the ‘See their
side' road safety video campaign.

 

Your requests have been considered under the requirements of the Freedom
of Information Act 2000 and our information access policy.

 

I can confirm that we do hold the information you require. However, to
provide the information you have requested would exceed the ‘appropriate
limit’ of £450 set by the Freedom of Information (Appropriate Limit and
Fees) Regulations 2004.

 

Under section 12 of the FOI Act, we are not obliged to comply with
requests if we estimate that the cost of determining whether we hold the
information, locating and retrieving it and extracting it from other
information would exceed the appropriate limit. In this instance, we
estimate that the time required to answer your request would exceed 18
hours which, at £25 per hour (the rate stipulated by the Regulations),
exceeds the ‘appropriate limit’. Additionally in such circumstances as may
be prescribed, where two or more requests for information are made to a
public authority within a consecutive 60 working day period-

 

(a) by one person, or

(b) by different persons who appear to the public authority to be acting
in concert or in pursuance of a campaign,

 

the estimated cost of complying with any of the requests is to be taken to
be the estimated total cost of complying with all of them and therefore we
have aggregated your requests.

 

To explain further, question 4 of your second request asks for ‘all
internal electronic communication (e.g. emails) pertaining to this
campaign?’. We have carried out an email search for key staff members who
were involved in this campaign since its inception in 2019, using keywords
associated with Vision Zero Culture. This search resulted in almost 2000
‘hits’. A further search of the email accounts of these same staff members
using the keyword ‘See Their Side’ produced 426 hits. Each ‘hit’ is a
single email, although that email will often consist of a chain of emails
containing the search term at least once. To answer this question, each of
these hits would need to be manually reviewed to see if they were in fact
relevant to your request and then extract and compile those that are
relevant. For such a large number of results, this process would exceed
the cost limit explained above.

 

Furthermore, it is highly likely that other relevant emails are held
involving other members of staff or using other keywords not included in
this initial search, and therefore the emails obtained from the searches
carried out are unlikely to capture everything. Therefore, it is clear we
would need to expand our searches to include less specific keywords which
would broaden this number further. Given that this is just one of 9
questions that you have raised, the cost limit will be considerably
exceeded across these requests. Similarly, we are unable to conduct
searches for emails to/from ‘external stakeholders’. The limitations of
our search tool mean that we would need to search for all emails (internal
and external) and then manually review the results to determine which of
those relate to external stakeholders and then extract and collate
accordingly. 

 

To help bring the cost of responding to your requests within the £450
limit, you may wish to consider refining your request to prioritise
specific questions that are of most interest to you. Please be aware that,
due to their nature, requests for copies of ‘all communications’ are often
much more likely to breach the cost limit due to their non-specific
nature. We would encourage you to focus your request on specific
questions, reports or other recorded documentation to make the best use of
FOI. If you were to submit a further request for emails this would need to
be far more targeted and specific to ensure that we are able to process
this within the cost limit detailed above.

 

If you are not satisfied with this response please see the attached
information sheet for details of your right to appeal.

 

Yours sincerely

 

Graham Hurt

FOI Case Officer

FOI Case Management Team

General Counsel

Transport for London

 

This message has been scanned for malware by Forcepoint. [1]www.forcepoint.com

References

Visible links
1. http://www.forcepoint.com/

Dear Graham Hurt,

Thank you for your response, and for the advice on how to reduce the scope of my request.

I would still appreciate knowing the answers to questions 1, 2, and 3 of this request.

As stated in my original request "if any of these questions would cause the whole request to be refused, please consider the rest of the request separately to the original timeframe but please inform me of the partial rejection when you make that decision."

Please could I have the answers to the first three questions?

I will reply to the other request separately to keep things easier on WhatDoTheyKnow.

Yours sincerely,

Jack Fifield

FOI, Transport for London

Dear Mr Fifield

 

Our ref: FOI-2173-2122/GH

 

Thank you for your request received by Transport for London (TfL) on 23
December 2021 asking for information about the 'See their side' road
safety video campaign.

 

Your request will be considered in accordance with the Freedom of
Information Act 2000 and our information access policy, and we will issue
you with a response by 25 January 2022. We publish a substantial range of
information on our website on subjects including operational performance,
contracts, expenditure, journey data, governance and our financial
performance. This includes data which is frequently asked for in FOI
requests or other public queries. Please check
[1]http://www.tfl.gov.uk/corporate/transpar... to see if this helps you.

 

We will publish anonymised versions of requests and responses on the
[2]www.tfl.gov.uk website. We will not publish your name and we will send
a copy of the response to you before it is published on our website.

 

Yours sincerely

 

Graham Hurt

FOI Case Officer

FOI Case Management Team

General Counsel

Transport for London

 

This message has been scanned for malware by Forcepoint. [3]www.forcepoint.com

References

Visible links
1. http://www.tfl.gov.uk/corporate/transpar...
2. http://www.tfl.gov.uk/
3. http://www.forcepoint.com/

Dear Graham Hurt,

Thanks for your response.

I would very much appreciate if you could work to the original deadline for this request.

The date I originally refined my request was on 26 November, where I stated: "if any of these questions would cause the whole request to be refused, please consider the rest of the request separately to the original timeframe but please inform me of the partial rejection when you make that decision."

Therefore TfL was aware that I would still want an answer to the rest of the questions should the communication questions be rejected for reasons of cost.

I would really appreciate a quicker response with this information than late January.

Yours sincerely,

Jack Fifield

FOI, Transport for London

3 Atodiad

Dear Mr Fifield

 

Our ref: FOI-2173-2122/GH

 

Thank you for your request received by Transport for London (TfL) on 23
December 2021 asking for information about the 'See their side' road
safety video campaign.

 

Your request has been considered under the requirements of the Freedom of
Information Act 2000 and our information access policy. I can confirm that
we do hold the information you require.

 

 1. How much money was spent on this campaign?

A total of £995,547.31 was budgeted for the full campaign, however actual
spend was £765,571.39 as a result of pausing the campaign and switching
the media value to the Watch your Speed campaign. This spend covers
creative production cost, media spend, as well as market research.

 

Please note this figure may reduce slightly in future once final costs for
areas such as media spend come in.

 

For clarity we have provided details of costs for all original media
planned and the actual media costs incurred, reduced following the
decision to pause the campaign.

 

 2. What brief was given to VCCP and any other creatives involved for the
creation of this campaign?

Please see the attached marketing brief. Please note that in accordance
with TfL’s obligations under Data Protection legislation some personal
data has been removed, as required by section 40(2) of the FOI Act. This
is because disclosure of this personal data would be a breach of the
legislation, specifically the first principle which requires all
processing of personal data to be fair and lawful. It would not be fair to
disclose this personal information when the individuals have no
expectation it would be disclosed and TfL has not satisfied one of the
conditions which would make the processing ‘fair’.

 

 3. What road safety campaigns or other campaigns or stakeholders were
consulted or contacted during the creation of this campaign?

 

The attached table shows the external groups that were invited to engage
with the development of the campaign three times - in December 2019, June
and September 2021. Attendance for the June and September meetings is
detailed in Figure 2. TfL does not have a record of the December 2019
attendance. TfL also consulted colleagues in the Greater London
Authority's (GLA) transport team, the marketing and communications team
and the Department for Transport (DfT), including sharing the final
creative work.

 

If this is not the information you are looking for, or if you are unable
to access it for some reason, please do not hesitate to contact me.

 

If you are not satisfied with this response please see the attached
information sheet for details of your right to appeal.

 

 

Yours sincerely

 

Graham Hurt

FOI Case Officer

FOI Case Management Team

General Counsel

Transport for London

 

This message has been scanned for malware by Forcepoint. [1]www.forcepoint.com

References

Visible links
1. http://www.forcepoint.com/