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In May 1995 USP launched 'The Daewoo Lady Driver of 1995' featuring Suzanne Dando, Justin & Derek Bell, The Suzy Lamplugh Trust and Sky Sports.

USP originated the promotion, found and secured Daewoo Cars as the sponsor, co-ordinatedand managed the entire programmeof events and Daewoo personnel.

Daewoo not only accepted this initiative, but incorporated the promotion as an influential strategy into their unique launch into the UK and their overall direct marketing policy.

Increasing road rage identified the need for women to learn defensive driving skills in the interest of their own safety.

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