THINK! has launched a new campaign – ‘Be the mate who won’t speed’.
Part of its Mates Matter strategy, the campaign challenges some of the common reasons for speeding among the young-male audience, such as being in a hurry, driving on familiar roads or when there are fewer vehicles on the road. The campaign will use social media assets, influencers and a partnership with LADbible to normalise and champion positive behaviours, and radio and digital audio ads to deliver ‘in the moment’ interventions.
The campaign also responds to the increase in speeding seen during the first national lockdown, with young men over-represented in industries where they still need to travel for work in the current lockdown.