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.
Talking the language of teens was massively effective. A whopping 29% of our teen audience saw the viral in just five days. Teens were sending it to their friends and giving the message vital peer endorsement. Achieving similar reach through TV would have been eight times more expensive and far less authoritative.
In research by TNS, nine out of ten teens said the campaign would make them think about being more careful. But the final word must go to the road safety statistics: the number of 11-15-year-olds killed or seriously injured in 2005 was down 25% on the 1994-98 average used as a benchmark by the government.