The UK government has been running road safety campaigns for more than 75 years. The Central Office of Information (COI) ran the government’s road safety campaigns until 2000, when THINK! was officially established as the government’s designated road safety campaign.
Since then, THINK! has become recognised internationally for its iconic and ground-breaking campaigns that have challenged dangerous behaviours on Britain’s roads. Our campaigns have evolved from encouraging the use of seat belts to tackling excessive speed, drink and drugs, and the use of mobiles at the wheel. In the decade that followed the conception of THINK!, road deaths in the UK reduced by 46%.