THINK! Speeding campaign relaunch

THINK! has relaunched their speeding campaign which aims to raise awareness of the impact that not driving at the correct speed for the conditions.

The campaign speaks to male drivers aged 17-24, as they are over-represented in speed-related deaths and injuries. Campaign creative highlights the consequences of driving too fast for the conditions, and champions those who respect the road and get there safely.

Speed kills and injures 58 young people every week. But despite this, only 32% of young men consider it very risky, with THINK! research showing that this audience particularly underestimate the risks of driving just a little too fast for the conditions.

The campaign continues to ask young drivers ‘Is pushing it worth it?’, encouraging them to reflect on their own driving and to reappraise the consequences of what they currently perceive to be safe speeds. It will run across video on demand, digital audio, online video and social media until mid-March. Driven by insight, new dynamic digital audio assets will speak to the conditions (such as weather, and blind bends) for the audience to reappraise their speed in the moment.