Campaign details

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


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 reach.

So how do you approach a brand with 35 years of award-winning advertising in their locker?

Do everything differently and start again.

We began by breaking into young guys' peer groups by directing them to research themselves on their phones. We uncovered stories of bravado, rivalry, competitiveness, but also the impact road experience has on their attitudes and behaviour.