THINK! Driving Campaigns

THINK! On drink driving

“The THINK! strategy for drink driving is to remind all drivers of the personal consequences of drink driving, and that a drink driving conviction can ruin your life.

The campaign focuses on the 'moment of doubt' around the second pint, when drivers are considering whether or not to have another drink”

THINK! On driver tiredness

“The March 2008 THINK! driver tiredness campaign was launched as part of the wider Driving for Work campaign. Research has shown that people who drive for work behave in a risky way on the road, including driving whilst tired. The fatigue campaign has been developed with the work driver as a key target audience”

THINK! On driving for work

“The original campaign from March 2007 targeted men aged 17 to 39 who drive vans to work.

Today, both employers and employees are being targeted, with messaging on key risky behaviours demonstrated by work drivers on the road:

- mobile phone use 
- speeding 
- driving whilst tired 

THINK! On drug driving

'Don't drug drive' messages have been played since Christmas and summer 2003. The Christmas campaign is planned to raise awareness of the dangers of drug driving among clubbers, while the summer campaigns focused on festivals.

THINK! On horse riders and drivers

”THINK! and the British Horse Society worked together on the 'Horse Sense' campaign, which advised drivers on how to avoid accidents when meeting horses on the road.”

THINK! On rural speed

Although the national speed limit applies on the majority of rural roads, most drivers do not exceed it on them, the major problem is driving too fast for the conditions. The rural speed component of the THINK! speed campaign focuses on the dangers of driving at inappropriate speeds on rural roads. It is particularly targeted at young, male drivers and habitual speeders.

THINK! On urban speed

The THINK on urban speed campaign illustrates the danger of speeding in inappropriate conditions, pointing out the incremental danger of even relatively small increases in speed. It shows why speed limits, particularly the 30mph limit exist, by pointing out that if you hit a child at 40 mph there's an 80% chance they'll be killed, but if you hit them at 30mph there's an 80% chance they'll survive.

The television ad illustrates the potentially fatal consequences of not sticking to the speed limit and ends with the line: 'It's 30 for a reason' "