Taking time to think…
Is it worth pushing it
THINK! has relaunched a campaign aimed at young male drivers, urging them to be more aware of the dangers of driving too fast for road conditions. The campaign highlights the risks, especially on rural roads, where excessive speed can lead to serious accidents.
The statistics
Data shows that excessive speed is a contributing factor in more than half of all fatal collisions across Britain, leading to the death or injury of 137 young people every single week. Despite these alarming figures, research from THINK! reveals that only 32% of young men recognize speeding as a highly risky behavior.
This highlights a worrying gap in awareness, as driving too fast significantly increases the likelihood of losing control, reducing reaction times, and making crashes far more severe. The dangers are particularly pronounced on rural roads, where unexpected hazards, sharp bends, and varying road conditions can make excessive speed even more deadly.
THINK! is working to challenge these perceptions and encourage young drivers to take speed limits and road conditions more seriously, ultimately aiming to reduce preventable deaths and injuries on the roads.
THINK’s Campaign
THINK! has relaunched its ‘Is pushing it worth it?’ campaign to highlight the dangers of not adjusting speed to match road conditions or slightly exceeding speed limits on rural roads.
At the heart of the campaign is a powerful hero video that illustrates the serious consequences of driving too fast for the conditions, particularly on rural roads. It also celebrates those who respect the road and prioritise arriving safely.
The campaign challenges young drivers to ask themselves, ‘Is pushing it worth it?’ and encourages them to reconsider what they currently perceive as safe speeds. Running from January to March 2025, it will be featured across cinema, radio, digital audio, online video, and social media platforms.
THINK! will also be bringing back its innovative dynamic audio ads, UnXpected FM, designed as a fictional pirate radio station. These award-winning ads use real-time weather data to adapt their messaging based on current rural road conditions—whether it’s ice, wind, or rain—helping young drivers better understand the risks they may face.
The research also emphasised that using e-scooters for short trips might restrict riders’ exposure to different situations, which could hinder the development of their hazard and risk awareness skills.
