‘UnXpected FM’, the new THINK Campaign
New digital audio ads encourage young drivers to slow down on rural roads as part of the THINK! road safety campaign ‘UnXpected FM'.
A new digital audio advert featuring BBC and Netflix TV stars is being launched for a new THINK! campaign, encouraging young drivers to watch their speed.
Actors Hugo Chegwin (DJ Beats in the BBC mockumentary People Just Do Nothing) and Kadeem Ramsay (Kit in Netflix’s Top Boy) have paired up with THINK!, the government’s road safety campaign, to warn drivers to slow down on rural roads.
The new audio advert, of which there are 13 versions, takes the form of a fake radio station ‘UnXpected FM’, hosted by DJ Beats and Kit, asking drivers: Is pushing it worth it?
The intelligent ads will use real-time dynamic weather data, delivering messaging specific to dangerous road conditions such as ice, wind or rain, for a highly targeted radio advert.
The campaign will target men aged 17 to 24, who particularly underestimate the risks of driving too fast for the conditions, through radio and audio streaming platforms such as Spotify and DAX.
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