Think! road safety: The Honesty of Respondent Made Films

Men under 30 are involved in a disproportionate number of crashes on the UK roads. They are also one of the hardest audiences to reach with government campaigns. The Department for Transport asked us to find a way to get this audience talking honestly about reckless driving. Rather than corral them into focus groups we helped young men to make short films with their friends exploring why they take risks on the roads. The results were eye-opening and helped the team shape a new direction for the now 15 year old Think! campaign.