A screenshot from Eliza Fudge's content of them in a car talking to the audience.
Submitted by Purple Goat Agency

National Highways #GoLeft Disabled Creator Campaign

Influencer Marketing

Purple Goat Agency ran a two-phase influencer campaign with 16 disabled creators for National Highways, which the agency reports recorded 8.3M impressions across social media.

8.3MImpressions
4.1MEngagements
34.7KClicks

Case in 60 seconds

National Highways wanted drivers to know what to do after a motorway breakdown, particularly on smart motorways without a hard shoulder, while disabled drivers faced additional challenges and uncertainty that traditional communications often overlooked.

The page frames the gap as one of access and trust rather than missing advice, because disabled drivers are often underserved by traditional public information campaigns, so trusted voices from the disability community could carry the guidance.

Purple Goat built the work around disabled creators as the messengers for the #GoLeft breakdown guidance, so the advice arrived through lived experience and accessible formats rather than through official channels alone.

Purple Goat partnered with 16 disabled creators on Facebook, Instagram and TikTok in two phases, using polls and audience questions to find misconceptions before creators shared practical #GoLeft breakdown guidance, including British Sign Language (BSL) content.

Purple Goat reports 8,284,096 impressions, 4,130,338 engagements and 34,717 clicks from 166 pieces of content, and says the work raised awareness of motorway breakdown procedures and improved confidence among disabled drivers.

Strategy Breakdown

Drivers, particularly disabled drivers and communities often overlooked by traditional communications, who needed to know what to do in the event of a motorway breakdown.
Traditional public information campaigns often underserve disabled audiences, so road safety guidance issued through official communications could miss the drivers for whom a breakdown presents additional challenges.
National Highways supplies the #GoLeft guidance while disabled creators carry it, so Purple Goat's role on the page is the translation and distribution of existing advice rather than new advice.
The page treats confidence as a target alongside awareness, which is why the work paired behaviour-change communications with creator-led education rather than a single announcement.

Creative & Execution System

Assets & channels

  • Facebook
  • Instagram
  • TikTok

Partners

  • Purple Goat Agency

Participation mechanic

  • In the first phase, audiences answered polls and audience questions that surfaced misconceptions and knowledge gaps, and those answers shaped the safety content creators published in the second phase.

Results & Evidence

MetricValue
Impressions8.3M impressions
Engagements4.1M engagements
Clicks34.7K clicks
Influencers16 influencers
Pieces of Content166 pieces of content

Why Purple Goat Agency's strategy worked

  1. 1

    Running a listening phase before the content phase lets a public safety brief answer the misconceptions an audience actually holds, because polls and audience questions set the agenda rather than an assumed information gap.

  2. 2

    Accessible formats such as British Sign Language content widen who can act on safety advice, so inclusion built into the format does part of the distribution work rather than sitting as an add-on.

  3. 3

    Casting creators from the community being served lends public information the credibility of lived experience, which matters most where that audience is underserved by traditional public information campaigns.

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