Department for Transport

VMLY&R London *Lead Agency

Matt Kemp, Strategy Director
Lloyd Sampson, Business Director
Frances Cooke, Creative Director
Kate Nettleton, Head of Planning

Wavemaker UK

Louise Rowcliffe, Client Lead
John Tippins, Strategy Partner
Alexandra Lattimore, Planning Director

OMNIGOV at Manning Gottlieb OMD

Richard Haywood , Client Lead

23Red

Laura Spooner, Senior Account Director

Kantar Public

Tracy Logan, Senior Director
Amy Young, Associate Director

This entry illustrates how behavioural science successfully informed the Department for Transport’s road safety campaign THINK!, changing the attitudes and behaviours among an at-risk but hard-to-engage audience; 17 – 24 year old young men.
It shows how descriptive and injunctive social norms – often a negative influence on young men on the road – targeted and effectively changed a variety of attitudes that underpin risky behaviours.
It shows how behavioural science informed the communications strategy, media strategy, ideas and execution of campaigns to reduce drink driving and handheld mobile phone use in an ever-evolving target audience.