This is the story of how the THINK! road safety campaign took a long-running and effective programme and increased its social and PR elements to develop messaging that was even more noticed, more trusted, and more easily measured for effectiveness. The case demonstrates that over five years the campaign prevented an estimated 3,025 people from being killed or seriously injured, saving the UK Government 164m in the costs from deaths and accidents. This represents a saving of 52.78 for every 1 spent.