THINK! relaunches ‘Is pushing it worth it?’ campaign

THINK! has relaunched a campaign which urges young, male drivers to think about the dangers of driving too fast for road conditions – especially on rural roads.

Data shows that speed contributes to more than half of all fatal collisions in Britain and kills or injures 137 young people every week. But despite this, THINK! research highlights that only 32% of young men consider it very risky.

THINK! has relaunched its ‘Is pushing it worth it?’ campaign to raise awareness of the impact that not driving at the correct speed for the conditions, or slight speeding on rural roads can have.  

The campaign hero video highlights the consequences of driving too fast for the conditions, especially on rural roads, and champions those who respect the road and arrive safely.

The campaign asks young drivers ‘Is pushing it worth it?’ and encourages them to reflect on their own driving and what they currently perceive to be safe speeds. It will run across cinema, radio, digital audio, online video, and social media channels from January to March 2025.

THINK! will also be re-running its range of dynamic audio ads, UnXpected FM, which take the form of a fake pirate radio station. The award-winning ads use real-time weather data to tailor its broadcasts to specific rural road conditions that young drivers may encounter – such as ice, wind, or rain. 

The charismatic hosts of the radio station are played by comedy actor Hugo Chegwin (BBC’s People Just Do Nothing) and Kadeem Ramsay (Netflix’s Top Boy). 

This year, the campaign will include new social media creatives that build on how ‘UnXpected’ conditions can catch you out when you’re travelling too fast. THINK! is also launching a new media partnership with LadBible, with popular Gen-Z influencers creating content focusing on the consequences of speeding.

All assets signpost to the THINK! website, where young drivers can find more information on speeding and rural roads. Road safety professionals can also download the campaign assets – and stakeholder toolkit – from the THINK! website.

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