You are in: Road Safety News: 9 October 2007
THINK! campaign update - October 2007
In this feature we take a look at recent THINK! campaign activity, and that planned for the next few months.
A campaign calendar giving more detailed plans for 2007/08 is available on the THINK! campaign website at www.thinkroadsafety.gov.uk.
Drink drive
• A new campaign launched in July 2007 focuses on the personal consequences for the driver of being over the limit - including a fine, a criminal record, losing your licence, and becoming less employable etc.
• The Christmas 2007 campaign, which will launch w/c 3 December, will highlight that a drink drive conviction has the potential to ruin your Christmas and your life.
Drug drive
• The THINK! campaign sponsored car parks at UK summer music festivals and promoted anti-drug drive messages. This was supplemented by on-line and radio activity.
 Rural speed
• A campaign is running on radio, petrol pumps and six sheet posters at petrol stations in rural areas warning of the increased likelihood of having a crash on a rural road as opposed to an urban road.
Urban speed
• The 'Lucky' TV ad, which emphasises the danger that driving at 40mph in a 30mph zone poses to pedestrians, ran on television and in cinemas during June.
• The strategy for speed education for 2008/9 is under review.
Work related driving
• The strategy for driving for work is currently under review. A new campaign, which is expected to target company car drivers, will launch in March 2008.
Urban motorcycles
• The previously used TV commercial, which highlights the difficulty for drivers of spotting bikes, will run during October.
Seatbelts
• The previously used TV commercial, which highlights the importance of adults being restrained in the front and back of cars, will run during November.
• A new campaign strategy will be developed for 2008/09.
Mobile phones
• The TV commercial, which highlights the dangers of driving while using a mobile phone - and the importance of callers terminating a call if they know the person they are speaking to is driving - will run again in February 2008.
 Children
• The well-established Hedgehogs 'Be Safe Be Seen' campaign, which highlights the need to be visible as afternoons get darker, will run again in October 2007. Click here for full details of this campaign (PDF).
• This campaign will be reviewed for 2008/09.
Parents
• The target audience for this new campaign are parents of children aged 4-11 years, and the key message is: Your child/children learn by what they see you do - set a good road safety example.
• The campaign will launch on GMTV on 12 October (TBC) and will comprise a mix of national press, magazine, radio and online advertising. Click here for full details of the campaign (PDF).
A campaign calendar giving more detailed plans for 2007/08 is available on the THINK! campaign website at www.thinkroadsafety.gov.uk . |
