Tearing Up The Road

Background

Over the past three years 18,000 people have been killed or seriously injured on London’s roads. Speed is the largest single contributory factor in road collisions. Young male drivers are most prone to speeding and four times more likely to commit a speeding offence than females.

The challenge was to get this group to realise the consequences of their actions, in order to stop them speeding. The communication needed to resonate with this audience and engage them rather than lecture or patronise them. The ultimate objective was to help reduce those killed or seriously injured because of speeding by 40% by 2010.