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Think launches new Speeding campaign

6 March 2023

Speed kills and injures 54 young people every week in UK. But despite this, only 32% of young men consider it very risky, with THINK! research showing that this audience particularly underestimate the risks of driving just a little too fast for the conditions. 

The campaign speaks to male drivers aged 17-24, as they are overrepresented in speed-related deaths and injuries. Campaign creative both highlights the consequences of driving a little too fast for the conditions, and champions those who respect the road and get there safely.

The campaign asks young drivers ‘is pushing it worth it? ’, encouraging them to reflect on their own driving and to reappraise the consequences of what they currently perceive to be safe speeds. It will run across video on demand, digital audio, online video and social media until the end of March.

DfT welcomes support from partners in sharing the campaign assets via their channels –  campaign assets are available for download here.