The purpose of the THINK! road safety campaign is to reduce the number of people killed and seriously injured on our roads. Our campaign priorities are determined on this basis. We thoroughly research and evidence our campaign using casualty data, road safety literature and audience insight.
Our target is young male drivers because they are over-represented in casualty statistics. We use targeted media to communicate our messages to ensure that we deliver cost-effective campaigns with impact.
Decades of road safety communications have demonstrated the importance of focusing our interventions where we think the campaign can make the greatest difference to safe road user behaviour.
We continually review our campaign priorities using data and research.