Challenge
National Highways is responsible for delivering the UK government’s multibillion-pound Road Investment Strategy (RIS2) – a programme of more than 15 Nationally Significant Infrastructure Projects (NSIP).
Key challenges included:
- articulating a unified national narrative across multiple complex schemes
- aligning stakeholders and the public behind a diverse set of regionally and locally impactful projects
- supporting high-profile and often controversial schemes through planning, consultation and delivery, often under political and media scrutiny.
Approach
Copper used a strategic and creative communications framework to build understanding, engagement and advocacy across the programme.
This included:
- developing a storybook approach to communicate the national, regional and local need for investment in roads
- delivering multiple rounds of statutory and non-statutory consultations, tailored to each project’s context, including interactive exhibitions, school outreach and stakeholder panels
- creating engaging content including videos, animations, archaeological features and advocacy materials
- working closely with National Highways’ media and public affairs teams to manage political, international and public-facing communications on sensitive schemes such as the A303 Stonehenge.
Value delivered
- Helped secure planning consent for multiple NSIPs, including the A417 Missing Link, the A66 and the Lower Thames Crossing
- Enabled stronger stakeholder alignment and public support through tailored and compelling engagement
- Established best practice communications on National Highways’ first NSIP (A30) and built a foundation of trust and visibility across the RIS2 portfolio
- Delivered lasting value by becoming a trusted strategic partner, praised for creativity, responsiveness and integrated working