THINK! has launched a new road safety campaign encouraging young male drivers to check their speed and consider the potentially life-changing consequences of everyday speeding.
The ‘Speed. Check it or regret it.’ campaign, launched on 21 October, aims to tackle habitual speeding among men aged 17–35, highlighting how seemingly minor decisions – such as driving a few miles per hour over the limit or taking a bend too fast – can have serious consequences.
Running until 31 December, the campaign encourages drivers to recognise when their speed is creeping up, consider what they could lose and make a conscious decision to slow down.
According to the campaign’s stakeholder toolkit, 51% of fatal collisions in 2024–25 involved at least one speed-related factor. Young men aged 17–35 are identified as a particularly at-risk group.
The campaign highlights that speeding is not always a deliberate decision to drive recklessly. Overconfidence and pressures such as running late can lead drivers to exceed the limit or drive too fast for the conditions, sometimes without recognising the risk.
Its message, ‘Speed. Check it or regret it.’, encourages drivers to think about the potential impact on their lives, their future and other road users.
Campaign activity
The campaign will be promoted through paid advertising across online video, social media, outdoor advertising, digital audio, cinema and influencer activity.
The creative materials focus on everyday situations, including driving a few miles per hour over the limit, taking a bend too quickly and travelling too fast for the road conditions. The campaign also highlights that the consequences of speeding can extend beyond a fine.
Road safety partners encouraged to support campaign
THINK! is encouraging road safety organisations, local authorities and other partners to help amplify the campaign by sharing its materials through their own channels.
A stakeholder toolkit has been published, with campaign assets and suggested social media copy available to download from the THINK! website.
Partners are encouraged to:
- Share campaign creative across social media and digital channels.
- Include the messages in newsletters and stakeholder communications.
- Use the materials in relevant community, education, sport, rural and road safety settings.
- Share the campaign with local partners and networks.
The assets can be used organically, while paid use is permitted for an initial 12-month period, until October 2027. Organisations interested in paid activity, local or regional advertising, adapting materials or exploring collaboration opportunities are invited to contact ThinkCampaign@Dft.gov.uk.
The toolkit also includes a range of formats for video, social media, posters and audio, alongside Welsh-language and bilingual materials.
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