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.

You can read more about the campaign here:

https://www.think.gov.uk/campaign/be-the-mate-who-wont-speed/

Silk's Breakfast Presenter, Darren Antrobus, recently spoke to Alan Kennedy - Executive Director of Road Safety GB. You can hear the interview here: