THINK! ; COI - Dept of Transport - Road Safety: THINK! 2000-2008

Road Safety has long been a government priority, helping to drive a 50% decline in deaths on Britain's roads since the 1960's. However, ambitious ten-year casualty reduction targets meant that a fresh approach was required. Designed to act as a powerful unifying identity for the entire road safety effort, the THINK! brand prompted re-appraisal of poor road safety behaviour by getting people to take responsibility for the consequences of their actions using issue-driven communications. The result was casualty reduction targets achieved two years ahead of schedule. THINK!'s contribution was to prevent over 3,000 deaths and serious injuries during this period, representing a saving to society of over £800m and generating payback of £9.36 for every £1 spent on the campaign.