THINK! has expanded its ‘Is Pushing It Worth It?’ speed awareness campaign to TikTok in an effort to remind young drivers of the dangers of excessive speed on rural roads, where unpredictable conditions can lead to serious accidents.
A new series of short, social-first videos leverages a popular TikTok ‘transition’ trend to illustrate how different road conditions, such as sharp bends, road dips, and changing weather, can catch drivers off guard.
THINK! is encouraging partner organisations to share the videos and has made a stakeholder toolkit available for download.
Speed remains a leading factor in fatal collisions, contributing to more than half of all road deaths in Britain.
Every week, 137 young people are reportedly killed or injured in speed-related crashes, yet only 32% of young men perceive it as a significant risk.
According to THINK!, male drivers aged 17-24 are disproportionately involved in such incidents, often underestimating the dangers of even minor speeding on rural roads.
Running from January to March 2025, the campaign spans cinema, radio, digital audio, online video and social media channels.
A key feature is the return of the ‘UnXpected FM’ dynamic audio ads, which mimic a pirate radio station.
Hosted by comedy actors Hugo Chegwin and Kadeem Ramsay, the ads use real-time weather data to deliver tailored safety messages about rural road conditions.
In addition to the TikTok campaign, THINK! has partnered with LadBible, enlisting popular Gen-Z influencers to highlight the consequences of speeding.
A new poster format in A4 is also available for partners to promote the message further.
All campaign materials direct young drivers to THINK!’s website, where they can learn more about the risks of speeding and driving on rural roads.
Achievements and innovations in road safety, as well as in transport education and advocacy, will be recognised and celebrated at the fourth annual CiTTi Awards on 25 November 2025 at De Vere Grand Connaught Rooms in London. Visit www.cittiawards.co.uk to learn more about this unmissable event for the UK’s transportation sector!
