THINK! 2020 The future Jo Parry, Head of Marketing

What I’ll cover The Times They Are A-Changin’ Solid Rock Down The Highway Are You Ready? 23 November 201823 November 2018

The Times They Are A-Changin’ 23 November 201823 November 2018

The big picture: injuries declining, but at a slower rate Serious injuries falling by about 1.7% per year Slight injuries falling by about 2% per year 23 November 201823 November 2018

The big picture: deaths starting to plateau We appear to be a period of no real change – have we picked all the low hanging fruit and are just left with high-cost interventions? 23 November 201823 November 2018

Solid Rock: 16 years of effective THINK campaigning EDIT THIS TEXT IN INSERT > HEADER / FOOTER. INCLUDE TEAM NAME, SECURITY CLASSIFICATION AND DRAFT STATUS. CLICK APPLY TO ALL. 23 November 2018

THINK! is seen as helpful and thought-provoking % describing THINK! brand as … Positive trait Negative trait Q23. Please could you pick out the words that you feel best describe the THINK! campaign from your point of view. Base: All respondents who recognise the THINK! logo Nov ‘06 (1,853), Nov ‘07 (1,617), Nov ‘08 (1,589) Nov ‘09 (1,655), Feb ’11 (1,697), Nov ’11 (1,646), Jul ’13 (1,568), Jul ‘15 (822)

But advertising around road safety is less noticed overall % aware of road safety advertising * * * Decreases across the board, but slightly greater for: Under 55s 37%-26%* Nov 06 Nov 07 Oct 08 Nov 09 Feb 11 Nov11 Jul 13 Jul 15 Q19. Can I just check, have you seen or heard any advertising about road safety recently? Base: All respondents Nov ‘06 (2,259), Nov ‘07 (2,019), Oct ‘08 (2,009) Nov ‘09 (2,010) , Feb ’11 (2,003) , Nov ’11 (2,007), Jul ’13 (1,853), Jul ‘15(1090) / All motorists Nov ‘06 (1,489), Nov ‘07 (1,274), Oct ‘08 (1,227) Nov ‘09 (1,233) , Feb ’11 (1,371) , Nov ’11 (1,184), Jul ‘13 (1,162), Jul ‘15 (729) / All non motorists Nov ‘06 (770), Nov ‘07 (745), Oct ‘08 (782) Nov ‘09 (777), Feb ’11 (632) , Nov ’11 (823), Jul ‘13 (691), Jul ‘15 (361) *Sig diff 2013-2015 Sig. tested at 95%

Down the Highway: 9 Principles 23 November 201823 November 2018

1. 1.Really know our target audience 23 November 201823 November 2018

We know who we should target Summary of 2015 road safety statistics November 18

2. Communicate continuously and not in campaign bursts 23 November 201823 November 2018

3.Friends with likeminded people 23 November 201823 November 2018

EDIT THIS TEXT IN INSERT > HEADER / FOOTER EDIT THIS TEXT IN INSERT > HEADER / FOOTER. INCLUDE TEAM NAME, SECURITY CLASSIFICATION AND DRAFT STATUS. CLICK APPLY TO ALL. 23 November 201823 November 2018

4. Adopt a lighter tone 23 November 201823 November 2018

Facebook advertising policy 23 November 201823 November 2018

5. Produce more engaging content 23 November 201823 November 2018

Our traditional topics… Drink Driving Country roads Cycle safety Mobile phones Drug driving Motorcycling Child & teen road safety But perhaps some new ones? 23 November 201823 November 2018

6. Forge more meaningful relationships 23 November 201823 November 2018

7. Be nimble and communicate in real time 23 November 201823 November 2018

23 November 201823 November 2018

8. Be more efficient 23 November 201823 November 2018

9. Look further ahead 23 November 201823 November 2018

canAre you ready? How should THINK! change to meet new challenges? How can we work more closely together?i jo.parry@dft.gsi.gov.uk 23 November 201823 November 2018