Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
The British Government’s long-running road safety campaign “Think!” is closing in on three-quarters of a million minutes of viewing time after having taken its “Good Driver” campaign onto streaming service Twitch.
The “Think!” campaign, which has been running for 21 years, was created to lower the number of deaths and injuries on Britain’s roads with a core target audience of those most at risk: 17-24-year-old males.
After research found that half of young men found it easy to drive above the speed limit when in a hurry and that they were more likely to use a handheld mobile device while driving, the campaign sought a new method of engaging this audience.
The campaign began on June 14 with a 30-second hero film released online that features a Greek chorus of three male footballers singing the Gloria Gaynor disco anthem “I Will Survive” as they watch a young man driving and ignoring his phone...
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in