Public Service/Advocacy 

Lyle Bailie International Limited / Belfast - Northern Ireland

Title: "The Longer Term Effects of Road Safety"  - Best of Category

Real Time Response Testing (RTRT) and Galvanic Skin Response (GSR). RTRT had allowed us to discriminate between/within concepts and test for campaign wear-out. RTRT has proved an excellent indicator of the success of a campaign.

In terms of overall evaluation of our Road Safety Campaigns LyleBailie has used the “Wisdom of Crowds” to ascertain the degree of influence that these road safety ads have had on the general population in NI. This is a psychological phenomenon based on the central thesis that a diverse collection of independently thinking adults is likely to make certain types of decisions and forecasts better than individuals, even if they are experts. The “Wisdom of Crowds” has revealed that DOE road safety advertising makes a 20% contribution to the reduction in road carnage in NI.



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The Summit International Awards puts together high-quality judging teams using its peer-to-peer nomination process. This is one of the primary differences between the SIA and other awards programs and allows SIA winners to celebrate recognition by industry leaders. SIA jury service is a great opportunity to review a wide variety of advertising and other marketing communication from around the world.


In order to ensure impartiality, the awards scores on a curve with minimum standard requirements. Percentage models, or stair-step scoring systems, (100-90, 89-80) are not considered to be reputable evaluation systems by the Summit International Awards.


We seek jurors that have a depth of experience in the industry and a desire to give back. Judges are selected for their industry experience, their ability to recognize exceptional creativity and marketing know-how, and their ability to evaluate submissions according to the guidelines and deadlines set forth by the SIA.

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Summit Creative Award, May/June

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Summit Emerging Media Award, Nov/Dec


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