THINK!: The positive power of peer pressure

UK road safety initiative THINK! changed attitudes towards peer pressure among younger drivers with its multichannel Mates Matter campaign.

Summary

Peer pressure. No young lad is immune to it.

A day off work to watch the Euros. An extra pint you'll come to regret in the morning. An ill-advised tattoo that felt like such a good idea at the time.

Peer pressure has got a lot of young men into a lot of trouble. But what if it could get them out of trouble, too?

That's the realisation that we came to with THINK!.

Young men are disproportionately at risk on our roads, but they're overconfident in their abilities and struggle to see how an incident 'will happen to...

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