The purpose of THINK! is to reduce the number of people killed and seriously injured on our roads. Campaign priorities are determined on this basis. They are thoroughly researched and evidenced using casualty data, road safety literature and audience insight.
Decades of road safety communications and sixteen years of THINK! campaign activity have demonstrated the importance of focusing our interventions in areas where we think communications can make the greatest difference to safe road user behaviour.
We continually evaluate priorities for the THINK! campaign, reviewing casualty statistics on an ongoing basis to ensure that our campaigns have the greatest impact on road safety. We currently have no plans to develop a campaign that encourages drivers to get their eyes tested.