News

Be the Mate who won’t Speed

Following an increase in the proportion of vehicles speeding in the first national lockdown, THINK! Is launching a new campaign encouraging high-risk young male drivers to rethink their need to speed when making essential journeys.  Young men are over-represented in speeding-related casualties, and are also more likely to work in industries where they still need to travel for work during in lockdown.  

Launched on 28 January 2021, the campaign tackles speeding among this high-risk group, by encouraging young drivers to ‘Be the mate who won’t speed’, to keep themselves and others safe and reduce pressure on vital services including the NHS. The campaign challenges some of the common reasons for speeding – being in a hurry, driving on familiar roads and fewer vehicles on the road.

A suite of static and animated memes will run across Instagram, Twitter, Facebook and Snapchat, using a humorous ‘bad versus good behaviour’ format, to champion and normalise not taking risks when it comes to speeding. 

Radio and digital audio will be used to intervene at key moments, such as journeys to work shifts and for essential shopping, challenging the need to speed in real time.

To further amplify the reach of this campaign, THINK! has partnered with LADBible and social influencers, who have developed their own content which shares the key messaging of this campaign and encourages our target audience to make a pledge to rethink their speed. 

To download static and animated memes, a toolkit with social copy, and the audio ads, click on the ‘Get this’ link below. 

Images for Facebook and Instagram

meme

Fewer Vehicles - Meme 1, Frame 1

JPG1.46 MB

Fewer Vehicles - Meme 2, Frame 1

0 B

Familiar Roads - Meme 1, Frame 1

JPG1.09 MB

Familiar Roads - Meme 2, Frame 1

JPG1.46 MB

Hurry - Meme 1, Frame 1

JPG1.07 MB

Hurry - Frame 2, Endframe

JPG432.8 KB

Familiar Roads - Frame 2, Endframe

JPG492.55 KB

Fewer Vehicles - Frame 2, Endframe

JPG456.5 KB

Images for Twitter

Fewer Vehicles - Meme 1, Frame 1

JPG747.24 KB

Fewer Vehicles - Meme 2, Frame 1

JPG429.5 KB

Familiar Roads - Meme 1, Frame 1

JPG444.69 KB

Familiar Roads - Meme 2, Frame 1

JPG757.04 KB

Hurry - Frame 1

JPG402.89 KB

Fewer Vehicles - Frame 2, Endframe

JPG199.9 KB

Familiar Roads - Frame 2, Endframe

JPG219.51 KB

Hurry - Frame 2, Endframe

JPG193.8 KB

Videos for Twitter, Instagram and Facebook

Familiar Roads 1x1

meme

Fewer Vehicles 1x1

In A Hurry (1) 1x1

In a Hurry (2) 1x1

Familiar Roads 9x16

In A Hurry (1) 9x16

meme

Fewer Vehicles 16 x 9

THINK! Speeding Campaign Toolkit

PDF file682.54 KB

England and Wales Radio Adverts

England Radio Script A

WAV file5.06 MB

England Radio Script B

WAV file5.06 MB

England Radio Script C

WAV file5.06 MB

Wales Radio Script A

WAV file5.06 MB

Wales Radio Script B

WAV file5.06 MB

Wales Radio Script C

WAV file5.06 MB

Share this

Share on TwitterShare on FacebookShare on Pinteresthttps://www.think.gov.uk/campaign/be-the-mate-who-wont-speed">Share over email

Please tell us about your experience of the website today

Department for Tranport logo

The THINK! campaign is run by the Department for Transport.

THINK!

Follow