DfT adopts user-generated concept for road safety drive

A group of teenagers will create the next UK ad campaign for the Department for Transport's Think! initiative.

Viacom Brand Solutions and Carat, the DfT's media agency, have joined forces to produce a strategy that will see 18 competition winners take part in every step of the creative process, from initial brainstorming to finding a location, casting and production.

The whole process, which bids to highlight the problems of road safety to teenagers, will be shown on MTV.

Starting on 18 March, recruitment spots will be run on the channel that will lead viewers to a website - www.mtv.co.uk/think - where they can download a brief.

The 18 respondents with the best ideas will then be invited to enter a brainstorming session, which will be hosted by the MTV presenter Emma Griffiths. They will present their final ideas for the ad to a panel of judges made up of representatives from VBS, the DfT and Leo Burnett.

The top three will then be made into ads, all of which will be showcased on MTV in July.

Daniel Salem, the VBS UK director of partnerships, said: "Around 17,000 11- to 16-year-olds are killed or injured on roads each year. MTV can use its position to make young people aware of issues that affect their personal safety."

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