THINK! 2000–2008: how one word helped save a thousand lives
Nick Docherty and Rebecca Harris – Leo Burnett; Will Hodge and Jane Dorsett – AMV BBDO
From a complex brief spanning multiple products and numerous stakeholders, the THINK! approach has delivered simplicity, cohesion and results. Road Safety has long been a government priority, with communications, legislation and product development helping to drive a 50% decline in deaths on Britain's roads since the 1960s. However, ambitious ten year casualty reduction targets meant that a fresh approach was required. Designed to act as a powerful unifying identity for the entire...