TfL "When your foot goes down, the risks go up" by VCCP

Every day an average of two people are killed or seriously injured by drivers driving too fast.

To combat this problem TfL has launched a shocking road safety campaign urging people to slow down. The ads by VCCP never show a vehicle, instead illustrating the tragic consequences of speeding with a foot or fist. The message that "when your foot goes down, the risks go up" relies on a clear and simple execution in spots that will run across outdoor, digital and radio. The work was written by Rich Stoney and art directed by Dave Hobbs.