Department for Transport – a very uncomfortable feeling: developing a speed campaign for the DfT
AMV BBDO
SUMMARY
Everyone thinks it's OK to speed.
Speeding in a 30 mph zone is more acceptable than dropping litter in the street.
Every driver knows they shouldn't do it, they've heard the arguments for slowing down, they've seen the ads where children are killed. But those arguments never really sink in.
So everyone still does it.
The solution to a problem like this seemed pretty clear. To really get through, we had to make people really uncomfortable. We had to go beyond the...