"The THINK! campaign is not about the motorist as such, or the pedestrians, or cyclists, motor cyclists, etc. It is about people, about the citizen, about each and all of us. It is about how we all use our roads safely, whether we happen to be motoring, walking, cycling or whatever. This is mainly to build a mood of "we're all in it together" to have greater effect."

The website targets people from childhood to adulthood, aiming to instill good practice at a very early age with frequent reminders for teenagers and adults.

During 2008/9, separate...

...marketing strategies were developed

- both continued under the THINK! banner.

The reason for separation was...

  • trying to influence the formation of habits in the case of children and young people and
  • trying to persuade adults, mainly drivers, to change sometimes entrenched habits.