Inappropriate speed kills, and that is the message at the heart of  the new THINK! campaign.

The problem is particular apparent on country and rural roads.

Here the speed limit is often 60mph, but that is the maximum and you still need to slow down for corners.

Is it appropriate

This relaunched campaign from THINK! is urging young, male drivers to drive at appropriate speeds. It aims to make them consider the dangers of driving too fast for road conditions and understand that you need to be able to stop within the distance you can see on the road ahead.  

Data shows that speed kills and injures 58 young people every week. However, THINK! research highlights that only 32% of young men consider it very risky.

As has been well documented, the immature brain under 25 is incapable of fully calibrating risk. Therefore, educating young drivers to consider the factors and dangers in advance can put important considerations at the front of their minds. This can help prevent them making often dangerous and ill-considered decisions in the moment.

The push

THINK! has relaunched its ‘Is pushing it worth it?’ campaign .

It raises awareness of the impact that not driving at the correct speed for the conditions, or slight speeding on rural roads can have.


The headline campaign video hopes to speak to male drivers aged 17-24. These are the drivers  over-represented in speed-related deaths and injuries statistics.

This short film highlights the consequences of driving too fast for the conditions, and champions those who respect the road and get there safely.

It encourages the target audience to reflect on their own driving and to reappraise the consequences of what they currently perceive to be safe speeds.

Share the message

As with most THINK! campaigns, it will run across video on demand, digital audio, online video and social media until mid-March.

All assets signpost to the THINK! website

Here young drivers can find more information on speeding and rural roads.

Road safety professionals and river trainers can also download the campaign assets – and stakeholder toolkit –  from the THINK! website.