THINK! Restart Activity

THINK! Restart Activity

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


 

Party Car

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.

THINK! put your phone away

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 .

Mobile phones

The facts

  • Drivers using a hands-free or handheld mobile phone are slower at recognising and reacting to hazards.
  • Research shows:
    • You are 4 times more likely to be in a crash if you use your phone.
    • Your reaction times are 2 times slower if you text and drive than if you drink drive, and this increases to 3 times if you use a handheld phone.
  • Even careful drivers can be distracted by a call or text – and a split-second lapse in concentration could result in a crash. At 30 mph a car travels 100 feet in 2.3 seconds.

The law

  • It’s illegal to use a handheld mobile when driving – including using your phone to follow a map, read a text or check social media.
  • It is also illegal to use a handheld phone or similar device when supervising a learner driver.
  • These both apply even if you’re stopped at traffic lights or queuing in traffic.
  • You can only use a handheld phone if you are safely parked, or need to call 999 or 112 in an emergency and it’s unsafe or impractical to stop.
  • If you’re caught using a handheld phone while driving, you’ll get 6 penalty points on your licence and a fine of £200.
  • If you get just 6 points in the first 2 years after passing your test, you will lose your licence.
  • Using a hands-free device (for example, for navigation) is not illegal. However, if this distracts you and affects your ability to drive safely, you can still be prosecuted by the police.

The consequences

  • points on your licence leads to higher insurance costs
  • losing a job

Read more

Cabbie night out

We teamed up with part-time relationship counsellor and Uber driver Dr. Ofore, and LADbible to create this film.

Emoji campaign

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.

Pink Kittens

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.

Designated Driver

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.

 

Concentrate on the road

Our Concentrate on the road campaign was designed to highlight how distracting looking at a mobile phone is when driving.

The Carvin family: life without Zoë

11 years ago, the Carvin family lost a loving mother and wife. Paul, Emily and Ben share their heartbreaking story about how one driver texting at the wheel changed their lives forever. Nothing is so important it can’t wait. THINK! Put your phone away.