How THINK! thought differently

This case study describes how the Department for Transport's 'Think!' campaign, created to reduce deaths and serious injury on the roads, improved its efficiency to save more lives despite an 80% budget cut.

How Think! thought differently

Principal authors: Pippa Morris and Tom White, AMV BBDOContributing authors: Len Landers, Data2Decisions; Tim Lennon and Alice Marshall, Department for Transport

A constraint should be regarded as a stimulus for positive change - we can choose to use it as an impetus to explore something new and arrive at a breakthrough.

Adam Morgan, A Beautiful Constraint

Introduction

When you are in the business of saving lives, letting budget restrictions force you to scale back your targets isn't an option.

This is a story about how, when faced with an 80% decrease in campaign...

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