Campaign Media Awards 2006: The Yahoo! Award - Best Total Communications Programme

WINNER
Title: Think! "Talking Teens' Language"
Media agency: Carat
Media director: Emma Sheehan
Account director/media planner: Ellie Roberts
Creative agency: Leo Burnett
Account director: James Walker-Smith
Account planner: Damian McKeown
Client: Department for Transport
Brand/product: Think! Teen Road Safety
Marketing director: David Murphy
Media/brand manager: Gemma Regniez

Teenagers think they know how to cross the road, but traffic is the biggest cause of accidental teen death in the UK. Carat realised that while death was too remote to comprehend, most teens could relate to the loss of a friend so they got real teenagers to create a 30-second film on this theme and then seeded it virally. The campaign resulted in 29 per cent of the teen audience seeing the film in five days, while the number of 11- to 15-year-olds dead or seriously injured from traffic was 25 per cent down in 2005.

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