‘One risk is too many’ is the message from a new TfL campaign which attempts to make drivers realise the consequences of bad decisions.
The ‘One Risk’ campaign, produced by the advertising agency M&C Saatchi, includes an ‘interactive’ film which invites users to test their decision-making prowess with a selection of conundrums.
TfL says the average person makes 35,000 decisions each day, and the campaign encourages road users to appreciate that although many of these decisions are minor, making a bad one just once on the road is one risk too many.
The campaign says whether it’s driving too fast, checking your phone or pulling out at a junction, all it takes is one bad decision to change a life.
Miranda Leedham, head of marketing operations at TfL, said: “Much like drink driving is now sociably unacceptable, careless and dangerous road behaviours need to be considered in the same way.
“It only needs one person taking one risk to affect so many lives, and if this campaign ensures a single road user thinks twice, it will be worth it.”
Luke Boggins, creative director at M&C Saatchi, said: “The opportunity to change road user behaviour with creative work is one we relish working with TfL.
“The simplicity of the ‘One Risk’ campaign will resonate with everyone who’s told themselves they only behave dangerously on the road the odd time or once.”