THINK! Campaign

Department for Transport written question – answered on 25th March 2022.

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Photo of Luke Evans Luke Evans Conservative, Bosworth

To ask the Secretary of State for Transport, what recent assessment he has made of the success of the Think! campaign to encourage the safety of road users.

Photo of Trudy Harrison Trudy Harrison Parliamentary Under-Secretary (Department for Transport)

In 2012, THINK! won a prestigious IPA Effectiveness award for its work in demonstrating how 30 years of drink drive communications saved nearly 2,000 lives. This analysis highlights the impact and effectiveness of communications in changing behaviour. The award paper is here: THINK! IPA Award paper

Campaign performance and impact is continually assessed with each burst of activity supported by pre and post campaign research. Campaign effectiveness is measured across each behaviour through monitoring attitudinal measures including risk, acceptability and normalcy. Campaign metrics including reach and engagement as well as awareness and outcome measures, including claimed action taken as a result of the campaign, are also monitored and reported.

Following its launch in 2017, the THINK! Mates Matter strategy led to a ten percentage point increase in the number of young men agreeing that it is unacceptable to let a friend drive after drinking (56% to 66%). This increase followed the first burst of activity and is the biggest shift in young men’s attitudes towards drink driving in more than a decade.

The THINK! brand is recognised by more than three quarters (77%) of the general public, and the vast majority (87%) continue to view the brand positively. 73% of males 17-30 recognise the brand (88% positive).

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