They were an icon of road safety for a generation and played a hugely significant role in raising awareness, and reducing the number, of car crashes and motorcycle accidents.
For millions of people, the huge yellow letters spelling THINK! on the tarmac is an image burned onto our brains. The adverts were eye-catching and played a huge role in advocating staying safe on the roads.
Avoiding road traffic accidents with the THINK! campaign for road safety – the origins
2000 – The re-branding of road safety and introduction of the THINK! Campaign began in earnest following the turn of the millennium. Their biggest splash on public conscience came courtesy of their Christmas campaign to stop accidents on the road from drink driving.
The television and radio adverts used the juxtaposition of Christmas songs along with harrowing and heart-wrenching images of the aftermath of a serious road accident. The message was further spread with a poster campaign in pubs and clubs to raise the issue ‘at the point of sale.’
Stopping vehicle accidents with the THINK! Campaign – continued
2001 – The following year the THINK! Team turned their attention to the serious issue of speeding with perhaps their most memorable and iconic advert.
The images showed, in slow motion, the vast difference in stopping distances for a car travelling at 30mph and a car travelling at 35mph. In the latter scenario, a child is knocked over as a result to ensure the message is rammed home.
2003 – By now, seat-belts were under the radar and, in particular, how the severity of road accident injuries can be dramatically reduced by the simple task of making sure it is on and on properly.
To go alongside the alarming advert of a boy crushing his mother against the steering wheel from the back seat, an online crash simulator was also developed to highlight just how serious not wearing a seat-belt could be, even when driving at slow speeds. The advert first aired in 1998 and was brought back to screens in 2007.
Despite the important work of the THINK! Campaign, road accidents can, and do, still happen all too frequently.
If you suffer a car crash or some kind of incident on the road, then Accident Advice Helpline can help you decide if you want to claim for traffic accident compensation and see your case through on a no win, no fee basis. To discuss your claim with a member of their expert team dial 0800 689 0500 now.
Date Published: January 9, 2014
Author: David Brown