Question to the Department for Transport:

To ask the Secretary of State for Transport, with reference to the oral contribution of the Parliamentary Under-Secretary of State for Transport on 28 January 2025 in the debate on Road Safety: Young Drivers, Official Report, Column 49-51WH, which (a) channels, (b) content providers and (c) mechanisms other than LADBible her Department is using to increase awareness of the THINK! campaign among young drivers.

The Government's flagship road safety campaign, THINK!, aims to reduce the number of people killed and seriously injured on our roads.

THINK! plays an important role in raising awareness of risky driving behaviours amongst young people. This has recently included campaigns on drink-driving and speeding on rural roads, two of the leading factors in fatal collisions and areas where young male drivers are overrepresented in the casualty data.

THINK! campaigns target digital channels and platforms that are frequently used by young people. This includes paid advertising on social media (Facebook, Instagram, Snapchat, Reddit and being amongst the first campaigns to trial advertising on TikTok as part of a Government pilot), digital audio (including podcasts, digital radio and music streaming apps such as Spotify), online video (for example on Youtube, Twitch and via digital display advertising), and working with popular online influencers in collaboration with LADbible. THINK! also uses traditional channels, such as broadcast radio, cinema and out-of-home advertising, to target environments and situations that are contextually relevant to young drivers (i.e. around or during an actual car journey).

THINK! frequently uses interactive and innovative approaches to drive up ad engagement with young men. Recent examples include an interactive Snapchat lens for a drink drive campaign, a ‘perception test’ game to illustrate the dangers of speeding, and a gamified quiz to highlight the facts on seatbelt usage.

The THINK! campaign partnered with alcohol brands, including Heineken and Eisberg, to launch the THINK! 0% platform in December 2024, reaching young drivers at the point-of-sale in pubs and bars and encouraging them to choose a non-alcoholic alternative if driving.

Throughout the year, the THINK! campaign engages with local stakeholders and partners, including road safety officers, local councils and police forces to promote road safety and support further education on the subject of dangerous driving.