THINK! Tean Road Safety
This campaign has completely transformed how we communicate with this challenging audience and put teen road safety firmly back on the agenda.
David Murphy, Head of Marketing, Department for Transport.
Teenagers think they know how to cross the road, yet traffic is the UK's biggest cause of teenage accidental death. In 2003 nearly 1,400 teens aged 11-16 were killed or seriously injured in this way. The trouble is that many teens aren't bothered - they have plenty of more important things to worry about. Simply telling them to take care doesn't work.
The DfT and Carat were determined that the message shouldn't be ignored or written off as more adult grief. Our challenge was to make teens see road safety as an issue relevant to them.