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.
Following an increase in the proportion of vehicles speeding in the first national lockdown, THINK! Is launching a new campaign encouraging high-risk young male drivers to rethink their need to speed when making essential journeys. Young men are over-represented in speeding-related casualties, and are also more likely to work in industries where they still need to travel for work during in lockdown.
Launched on 28 January 2021, the campaign tackles speeding among this high-risk group, by encouraging young drivers to ‘Be the mate who won’t speed’, to keep themselves and others safe and reduce pressure on vital services including the NHS. The campaign challenges some of the common reasons for speeding – being in a hurry, driving on familiar roads and fewer vehicles on the road.
A suite of static and animated memes will run across Instagram, Twitter, Facebook and Snapchat, using a humorous ‘bad versus good behaviour’ format, to champion and normalise not taking risks when it comes to speeding.
Radio and digital audio will be used to intervene at key moments, such as journeys to work shifts and for essential shopping, challenging the need to speed in real time.
To further amplify the reach of this campaign, THINK! has partnered with LADBible and social influencers, who have developed their own content which shares the key messaging of this campaign and encourages our target audience to make a pledge to rethink their speed.
To download static and animated memes, a toolkit with social copy, and the audio ads, click on the ‘Get this’ link below.
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
1 in 5 drivers crash in the first year after passing their test. Our research revealed that young drivers often feel vulnerable on the road. This can lead to them driving more defensively and taking unnecessary risks to over-compensate for their inexperience.
We know it takes real road experience to become a good driver. Launched 5 March 2019, our latest campaign encourages new drivers to ‘learn the ways of the road’ with the help of the Road Whisperer.
The mysterious Road Whisperer – think ‘The Dude’ from The Big Lebowski – will deliver tips and advice around some of the most nerve-wracking moments that new drivers face.
We’ve created a suite of tips that will run throughout March across cinema, video on demand and social media. The tips include driving on country roads, on motorways, at night, in light rain, on roundabouts, the importance of checking your tyres, and looking out for vulnerable road users.
Our launch materials are available below.
We’ll be making the remaining assets available throughout March.
When driving, a few miles per hour can mean the difference between life and death. The faster someone drives, the less time they have to stop if something unexpected happens.
If you kill someone while speeding, you will have to live with the long-term emotional consequences.
Speed limits are there for a reason.
- Speed is one of the main factors in fatal road accidents.
- Fatal accidents are 4 times as likely on rural ‘A’ roads as urban ‘A’ roads.
- 3,121 people were killed or seriously injured in accidents where ‘exceeding the speed limit’ or ‘travelling too fast for the conditions’ was recorded as a contributory factor by the police.
- You must not drive faster than the speed limit for the type of road and your type of vehicle.
- The speed limit is the absolute maximum and it doesn’t mean it’s safe to drive at this speed in all conditions.