Roads: Safety

(asked on 12th December 2014) - View Source

Question to the Department for Transport:

To ask Her Majesty’s Government what was the annual budget of the THINK! campaign for each year from 2009/10.


Answered by
Baroness Kramer Portrait
Baroness Kramer
Liberal Democrat Lords Spokesperson (Treasury and Economy)
This question was answered on 17th December 2014

The THINK! campaign annual budget since 2009/10 is outlined in the following table:

Financial year

Allocated annual budget

2009/10

£19,200,000

2010/11

£6,800,000

2011/12

£4,100,000

2012/13

£3,570,000

2013/14

£3,750,000

2014/15

£5,500,000

Since June 2010 Government marketing spend has been reduced to help deliver efficiency savings. Since then, only the most essential campaigns – including the THINK! campaign – have continued.

It is vital that taxpayers’ money is spent wisely and spend is prioritised using killed and seriously injured statistics for road users. We are delivering more efficient road safety initiatives by focusing spending on those activities which are most likely to reach our target audience. For example to date, our new drink drive film has been viewed 696, 000 times.

We continually monitor attitudes towards drink driving, road casualty statistics and policing data (such as breath tests) to inform our campaign strategies.

The most recent annual road casualty figures, for 2013, show Britain’s roads are still among the safest in the world and fatalities are the lowest since records began in 1926. But one death on the road is one too many, which is why our focus remains on tackling dangerous drivers and investing in making our roads safer for everyone.

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