Speed contributes to more than half of all fatal collisions in Britain and kills or injures 137 young people every week. Despite this, only 32% of young men consider it to be very risky.

Male drivers aged 17-24 years old are over-represented in speed-related deaths and injuries. THINK! research shows that this audience particularly underestimates the risks of driving just a little too fast for the conditions.    

To help tackle this, THINK! is relaunching its ‘Is pushing it worth it’ speed campaign to raise awareness of the impact that even slight speeding on rural roads can have.  The campaign hero video highlights the consequences of driving too fast for the conditions, especially on rural roads, and champions those who respect the road and arrive safely.

The campaign asks young drivers ‘Is pushing it worth it?’ and encourages them to reflect on their own driving and what they currently perceive to be safe speeds. It will run across cinema, radio, digital audio, online video, and social media channels from January to March 2025.

THINK! will also be re-running its range of dynamic audio ads, UnXpected FM, which take the form of a fake pirate radio station. The award-winning ads use real-time weather data to tailor its broadcasts to specific rural road conditions that  young drivers may encounter – such as ice, wind, or rain. The charismatic hosts of the radio station are played by comedy actor Hugo Chegwin (BBC’s People Just Do Nothing) and Kadeem Ramsay (Netflix’s Top Boy). To provide a glimpse, you can listen to the generic ad below.

This year, the campaign will include new social media creatives that build on how ‘UnXpected’ conditions can catch you out when you’re travelling too fast. We are also launching a new media partnership with LadBible, with popular Gen-Z influencers creating content focusing on the consequences of speeding.

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. 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.