IPA Effectiveness Awards 2010: Silver Award - THINK!

Title: THINK! 2000-2008: how one word helped save a thousand lives

Client: Department for Transport

Entrants: Leo Burnett, AMV BBDO

Authors: Nick Docherty, Rebecca Harris, Leo Burnett; Will Hodge, Jane Dorsett, AMV BBDO

Credited companies - Creative agencies: Leo Burnett, AMV BBDO; media agency: Carat; research agencies: TNS-BMRB, Childwise

Media used: Ambient, cinema, couponing/leafleting, direct marketing, interactive, magazines, mobile/apps, newspapers, online display, outdoor/poster, PR, radio, sales promotion, search, SMS mobile marketing, sponsorship, TV, viral/social media, website/microsite


By dramatising poor road safety behaviour, THINK! prevented more than 3,000 deaths and serious injuries, generating payback of £9.36 for every £1 spent.


Road Safety has long been a government priority, helping to drive a 50 per cent decline in deaths on Britain's roads since the 60s. However, ambitious ten-year casualty-reduction targets meant that a fresh approach was required. Designed to act as a powerful unifying identity for the entire road safety effort, the THINK! brand prompted reappraisal of poor road safety behaviour by getting people to take responsibility for the consequences of their actions using issue-driven communications. The result was that casualty-reduction targets were achieved two years ahead of schedule. THINK!'s contribution was to prevent more than 3,000 deaths and serious injuries during this period, representing a saving to society of more than £800 million and generating payback of £9.36 for every £1 spent on the campaign.


This case was thoroughly impressive as it took a campaign and created a brand, THINK!, a very rare feat for government campaigns. There is no doubt that this campaign will have made a tangible difference to people's lives.

John Petter, managing director, BT Retail Consumer.