‘Is pushing it worth it?’, THINK! campaign asks

THINK! has relaunched a campaign which urges young, male drivers to think about the dangers of driving too fast for road conditions – especially on rural roads.

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

THINK! has relaunched its ‘Is pushing it worth it?’ campaign to raise awareness of the impact that not driving at the correct speed for the conditions, or slight speeding on rural roads can have.


The campaign speaks to male drivers aged 17-24, as they are over-represented in speed-related deaths and injuries. Campaign creative highlights the consequences of driving too fast for the conditions, and champions those who respect the road and get there safely.

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

It will run across video on demand, digital audio, online video and social media until mid-March.

All assets signpost to the THINK! website, where young drivers can find more information on speeding and rural roads. Road safety professionals can also download the campaign assets – and stakeholder toolkit –  from the THINK! website.

30 January 2024