THINK! research has found that many young men who have been driving for a while are overconfident in their driving ability and believe they can safely take risks when at the wheel.
This includes driving too fast, especially when in a hurry or on roads they think they know well, and being more likely to use a handheld mobile at the wheel.
However, research also shows that for this group of young men, the mates they silently prefer to be driven by are those who drive safely.
THINK! is launching the Good Driver campaign to help normalise this silent respect and spark a conversation about good driving by encouraging young men to see that mates respect mates who don’t take risks on the road.
The campaign has been created in collaboration with the County FA and media partners Acast, COPA90, Twitch and Jungle Creations. Content will run throughout June and July across video on demand, social media, online video, podcast and in-game streaming.
Our launch assets, created in partnership with the County FA, can be downloaded at the links below. Follow @THINKgovuk on Twitter to discover and share more content from our campaign partners throughout June and July.
THINK! has launched a new series of social films in response to easing of Covid-19 restrictions and high-risk young male drivers returning to busier roads.
Supporting the Government’s Safer Transport Campaign, the activity reinforces key road safety messages on speeding, drink, and mobiles, prioritising those at highest risk on the road. Young males aged 17-24 are four times more likely to be killed or seriously injured compared to car drivers aged 25 and over.
We’ve created 3 videos in collaboration with SPORTbible highlighting the importance of safe behaviours behind the wheel as young drivers return to the road. Building on the return of live sport and our audience beginning to get back on the road to meet up with friends, the videos feature legendary football commentator Jonathan Pearce.
To accompany these videos we have created a series of bitesize films tackling mobile phone distraction, speeding and drink driving targeting our priority audience, with activity running on channels including Snapchat, Instagram Stories and a Twitter sports partnership.
View and download the campaign films
Young males aged 17-24 are four times more likely to be killed or seriously injured compared with car drivers aged 25 or over – and young male drivers are more likely to crash with passengers in the car.
Our Party Car campaign is aimed at tackling driving distractions among this high-risk group.
Launched on 30 January 2020, our latest campaign encourages passengers to ‘let a mate concentrate’.
We’ve created a suite of videos that will run across social media and online video, including Instagram stories, Snapchat and gaming apps. The films show how distracting certain behaviours – which may seem minor – can be to the driver.
To watch the videos, click on the icons below. To download any of the videos click on the on-screen ‘Vimeo’ logo and download directly from our Vimeo page.
On 1 March 2017, the penalties for using a handheld phone while driving increased. At the time of campaign launch, more than 26k drivers have been issued 6 points on their licence, and 500 new drivers have lost their licence.
THINK! campaign results show that whilst awareness of the penalty increase improved among adult drivers in England & Wales, and the perception of danger and unacceptability of using a phone while driving remained high, one in six still admitted to doing it.
This could be due to scepticism about getting caught (37% agree that the chance of getting caught is minimal) and individuals not worrying about the consequences of getting caught (48% worry about the impact of getting caught).
This campaign mark the one year anniversary of the penalty increase by highlighting to drivers that using your phone while driving has risk to life and risk to your licence.
The campaign included a re-run of the case study film ‘life without Zoë” to view this campaign material click here .
We teamed up with part-time relationship counsellor and Uber driver Dr. Ofore, and LADbible to create this film.
Our emoji road safety campaign uses emojis to raises awareness about the dangers of drink driving, drug driving, not wearing a seat belt and using a mobile phone when driving.
Our new road safety campaign has launched a new ad to drive home the amount of information that is missed by people when they’re looking at their phones.
The March 2017 THINK! campaign was created to inform all drivers about the tougher handheld mobile phone legislation that came into effect on March 1st 2017.
To highlight the risk of using your handheld phone while driving, we have collaborated with the AA Charity Trust to create a film that shows texting and driving is more dangerous than drinking and driving.
Our Concentrate on the road campaign was designed to highlight how distracting looking at a mobile phone is when driving.