1. THINK! 2020
The future
Jo Parry, Head of Marketing

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

3. The Times They Are A-Changin’
23 November November 2018

4. 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 November 2018

5. 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 November 2018

6. Solid Rock: 16 years of effective THINK campaigning
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23 November 2018

7. 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)

8. 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
Sig. tested at 95%

9. Down the Highway:
9 Principles
23 November November 2018

10. 1. 1.Really know our target audience
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11. We know who we should target
Summary of 2015 road safety statistics
November 18

12. 2. Communicate continuously and not in campaign bursts
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13. 3.Friends with likeminded people
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23 November November 2018

15. 4. Adopt a lighter tone
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16. Facebook advertising policy
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17. 5. Produce more engaging content
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18. 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 November 2018

19. 6. Forge more meaningful relationships
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20. 7. Be nimble and communicate in real time
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21. 23 November November 2018

22. 8. Be more efficient
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23. 9. Look further ahead
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24. canAre you ready? How should THINK! change to meet new challenges?
How can we work more closely together?i
23 November November 2018