Feb 2013
Following an IPA Gold for 30 Years of Think! Drink Drive, and during a year of great change in government advertising, we thought it was time to look back at the decades of award winning work that we've produced…
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Feb 2013
Our communications have changed drink-driving behaviour over the course of the last 30 years. The effectiveness of this was recognised in 2012 when we were awarded a Gold IPA Effectiveness Award. Our campaigns have helped save almost 2,000 lives, prevented more than 10,000 serious injuries and created a value to society of £3 billion.
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Feb 2013
Who could forget the reassuring hands of 'Beryl'? Certainly 89% of the UK couldn't. At the time of this campaign, 6.9m adults lacked basic numeracy skills, many with a fear of failing at maths again. 'Beryl' gave them the confidence to do something about it.
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Feb 2013
Roads are the single biggest killer of teenagers in the UK. But simply asserting this fact did little to change behaviour. We decided to let teens talk for themselves. This became an advertising first back in 2005, an ad shot by teenagers for teenagers on a mobile. Within two weeks over a third of teens in the UK had seen the ad and said they would think again about road safety.
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Feb 2013
'Join the team and make a difference' was the rallying cry behind our recruitment campaign for the NHS. "The most successful piece of advertising the public sector had ever seen", so commented The Independent on our series of hauntingly moving films, which really captured what it is like to work as a team to help make someone better.
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Feb 2013
The "Eyes" campaign made Drug Driving part of the national conversation for the first time. Its launch triggered a wave of PR, highlighting the seriousness of the issue to wider society. We also sparked heated online conversations amongst our core target. Our campaign succeeded in putting Drug Driving on the map. Two thirds of adults were aware of the campaign and half of all adults now believe that the police will be able to tell Drug Drivers from their eyes.
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Feb 2013
For ten years, our famous 'Hedgehog' child road safety campaign played a key part in reducing deaths on the road and became synonymous with road safety. Show a child an image of one of the hedgehogs and they instantly responded with – 'Road Safety' or 'Stop, Look, Listen, Live'.
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Feb 2013
Our 'Tales of the Road' campaign was a series of cautionary tales aimed at keeping a new generation of kids engaged. This campaign succeeded in sparking debate about road safety on parenting forums and created unprecedented awareness amongst kids.
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