Department for Transport
THINK!
Driving safer behaviours on the road for THINK!
Serious accidents involving young people have declined dramatically since the first THINK! campaign in 1979. We’re proud to have worked on re-invigorating the THINK! behaviour change initiative, helping to encourage schools to reprioritise road safety education and continue that trend.
A broad target audience of 3-16-year-olds meant we needed to get creative with content. Songs, films, lesson plans, bite-size activities and interactives were co-created with young people, stakeholders (including Brake and Bikeability), teachers and parents to ensure our content was relevant to each age group.
We created a new THINK! interactive map, so young people, parents and teachers could identify local road incident hotspots and we ramped up our PR and marketing activity at key times of the year, including summer holidays, back to school and road safety week.
