Is pushing it worth it?

The Department for Transport today announced its new campaign for THINK! The work aims to highlight the dangers of driving too fast for the conditions on rural roads and encourage young drivers to question what those extra few miles per hour are really worth.

Marking a creative step change from previous Government speeding campaigns, the work captures real, authentic moments of friendship, showcasing why these should be valued more than driving at speed.

In the UK, speed kills and injures an average of 54 young people each week. Young men, in particular, can overestimate their ability to handle speed and underestimate the risks – of driving slightly too fast for the conditions or a few miles per hour over the speed limit.

Directed by Ed Morris through Riff Raff, the film follows a young driver on his way to meet his friends, reflecting the type of journey many young people make every day. Renowned for his observational approach to capturing the lives of young people, Morris has supported THINK's move away from the highly stylised campaigns of recent years to feel both relatable and authentic.