Department for Transport - Think!ing like a brand: how a brand idea drove down road casualties

The Department of Transport's 'Think!' campaign aimed to reduce road casualties, with the broader focus of reducing all accidents, not just those classed as 'serious'.
Agency: Abbott Mead Vickers.BBDOAuthors: Annabelle Watson and Clare Hutchinson

Department for Transport – Think!ing like a brand: how a brand idea drove down road casualties

IN SHORT ...

Most brand stories are about focus. This case shows how the Department for Transport (DfT) shifted from a conventional model of individual high impact campaigns to an integrated brand idea capable of broadening reach across multiple issues.

In 2000, a White Paper was published setting challenging targets to abate an increase in the number of casualties. So the DfT decided to broaden its focus and address multiple...

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