Department for Transport: Think! Rural roads

This case study explains how the UK Department for Transport's (DfT) THINK! road safety awareness initiative demonstrated measurable behavioural change in its Country Roads campaign.

Department for Transport: Think! Rural roads

Campaign details

Agency: AMVBBDOBrand: Think!Advertiser: Department for Transport

Executive Summary

For over 15 years, the UK Department for Transport's THINK! campaign has been highly successful in raising awareness and shifting the public's attitudes around important road safety issues.

In the past we've had to prove the effectiveness of our communications in terms of what didn't happen i.e. a reduction in the annual numbers of people killed or seriously injured on the roads. But proving an actual, measurable, change in behaviour – what did happenas a...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands