Department for Transport - Speed: 30 for a reason

This Department of Transport campaign aimed to make speeding unacceptable. Most drivers easily avoid this message: they don't think modest speeding is bad, and they are too confident in their own skills.
Agency: AMV.BBDOAuthor: Clare Hutchinson

Department for Transport – Speed: 30 for a reason

Clare Hutchinson

This paper takes fact-finding to a new level. Sometimes when evidence doesn't exist, you need to create it. The planner, with the right specialists, can now commission the truth.


Speed is one of the biggest killers on the roads. In the past we had developed several very successful campaigns to educate drivers about the dangers of speed. And yet, in many drivers' minds, speed was still a good thing.

Everybody speeds. 85% of people are happy to...

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