TheFrameworks, through DVLA’s Creative Framework Contract, was awarded the contract to write and design two press adverts to promote the services of Authorised Treatment Facilities (ATFs) and to differentiate them from unlicensed scrap merchants.

The introduction of the End of Life Vehicle Regulations 2003 brought into force the requirements of an EC Directive on End-of-Life Vehicles. A major requirement was that certain vehicles (generally cars and light vans) at the end of their life should only be disposed of by Authorised Treatment Facilities (ATFs) who then issue a Certificate of Destruction (CoD) to the last owner.

Although the number of CoDs has increased each year since the introduction of the regime in 2004, the figure is still short of the original estimated figure.

The reasons for this discrepancy are unclear, but the industry’s view is that the remaining vehicles are being treated unlawfully by unlicensed operators. Central to this view is the need to ensure that vehicle keepers are fully aware of their responsibilities when disposing of vehicles and where to go to achieve this.

TheFrameworks created a toolkit which comprised a series of options for advertisements, that could be downloaded and personalised by each ATF for use in local/regional press. The toolkit was in the form of a CD and also contained a PDF guide to explain how to use and implement the adverts.