A new digital audio advert featuring BBC and Netflix TV stars is being launched for a new THINK! campaign.

It encourages young drivers to watch their speed.

Actors Hugo Chegwin (DJ Beats in the BBC mockumentary People Just Do Nothing) and Kadeem Ramsay (Kit in Netflix’s Top Boy) have paired up with THINK!, to warn drivers to slow down on rural roads.

Unusual air waves

The new audio advert, of which there are 13 versions, takes the form of a fake radio station ‘UnXpected FM’, hosted by DJ Beats and Kit, asking drivers: Is pushing it worth it?

The intelligent ads will use real-time dynamic weather data, delivering messaging specific to dangerous road conditions such as ice, wind or rain, for a highly targeted radio advert.

It targets men aged 17 to 24, who particularly underestimate the risks of driving too fast for the conditions.

Radio and audio streaming platforms such as Spotify and DAX will carry the ads.

Not me

Only 32% of young men considering speeding to be very risky. This is despite the fact that speed kills or injures 58 young people every week,.

The campaign aims to remind young drivers that conditions on rural roads can change quickly and to watch their speed.

 

 

The intelligent ads will use real-time dynamic weather data to improve targeting and messaging.  This means they can deliver messaging specific to dangerous road conditions such as ice, wind or rain.

On the wavelength

Guy Opperman, roads minister, said: “We hope this fresh campaign cuts through to young men, who statistically are the most likely to drive too fast on rural roads and in dangerous conditions.

“This is a fresh initiative from THINK!, using recognisable voices and innovative technology to remind drivers of risks right behind the wheel.”

Hugo Chegwin, writer and actor, said: “I’ve no idea where they got the concept of a pastiche pirate radio station from! But it’s entertaining and puts an unexpected spin on an important subject.”

On the road

THINK! can plays an important role in improving young driver safety.

Last year’s speeding campaign resulting in 80% of the young audience reporting they took action as a result of seeing it.

The government has invested £147.5 million through the Safer Roads Fund, to make improvements on the country’s most high-risk roads.

There are now 83 roads funded and it is hoped that the Safer Roads Fund will save 2,210 lives over the next 20 years.