THINK!: They had sphincters like limpets

Think!, the UK government's designated road safety campaign, launched a campaign to reach a disproportionately vulnerable audience, young male drivers aged 17-23 in a push to combat recklessness and save lives.

Campaign details

Brand: Department for Transport Client: Department for Transport Agency: Manning Gottlieb OMD / VMLY&R London / Wavemaker

Summary

Faced with tightening budgets and a fragmented media landscape, our brief from THINK! was to reach a disproportionately vulnerable audience, young male drivers aged 17 - 24, in a push to combat recklessness and save young lives.

This demographic are five times more likely to be killed or seriously injured compared with car drivers aged 25 or over. They are one of the riskiest and most at-risk groups, but also one of the hardest to...

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