Speed contributes to around one in four fatal collisions on our roads, and kills and injures 54 young people every week. But despite this, only 32% of young men consider it very risky, with THINK! research showing that this audience particularly underestimate the risks of driving just a little too fast for the conditions.

The new THINK! campaign aims to raise awareness of the impact that even slight speeding on rural roads can have. The campaign speaks to male drivers aged 17-24, as they are overrepresented in speed-related deaths and injuries. Campaign creative both highlights the consequences of driving a little too fast for the conditions, and champions those who respect the road and get there safely.

The campaign asks young drivers ‘is pushing it worth it?’, encouraging them to reflect on their own driving and to reappraise the consequences of what they currently perceive to be safe speeds. It will run across video on demand, digital audio, online video and social media for 4 weeks in March 2023.

We welcome support from partners in sharing the campaign assets via your channels – select ‘Get this’ below and then click the Vimeo icon to download the assets. Assets are free to use for educational purposes, however if you would like to use the templates for paid or commercial opportunities, this may involve additional usage costs – please fill out a usage request form to help us determine this.

All assets signpost to Is pushing your speed worth it? – THINK!, where young drivers can find more information on speeding and rural roads.