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• COMMUNICATIONS STRATEGY:

• ‘Think!’ Road Safety Campaign for Teenagers (DfT & Leo Burnett)

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The Department for Transport works to reduce the number of people Killed and Seriously Injured (KSI) on the road each year through a number of campaigns.

For the new Think! Road Safety campaign, DfT and Leo Burnett’s ambition was to use research as the basis for a radical, new creative that would achieve the “holy grail” of teen communications – exciting and engaging the target, whilst also providing them with the coping mechanisms they need to mitigate the road risks that they face every single day.

The huge challenge was finding ideas that are compelling and personally relevant to teenagers in territory which is exceptionally ‘dull’ and ‘not me’ for the majority of young people.

So we needed to move teen thinking into new territory: through Storyboard Depths, Galleries and Media Sessions. Stakeholders (parents, teachers, police, road safety staff) were also included to sense check elements of teen reportage. This successful first stage found a range of potential strategic directions for road safety advertising and inspiration for creative ideas.

The second stage has focused on creative development to inform decisions as to which route to progress, as well as guide executional development so that the campaign is as effective as possible in reducing KSIs.