We Salute You
THINK! in partnership with the County Football Association
Young male drivers are four times more likely to be killed or seriously injured than drivers aged 25 and over. In 2019, 5,604 people aged 17-24 were killed or seriously injured on the road.
THINK!’s “Good Driver” campaign seeks to empower men aged 17-24-years-old to voice the respect they have for their mates who don’t take risks when driving, and aims to discourage young male drivers from speeding and using a phone in the car.
We needed to find a trusted and credible voice amongst young people to spread the campaign’s lifesaving messages.
We developed a partnership between THINK! and the County Football Association. The County FA played an important role in developing the messaging and storyline that champions positive driving behaviour, and helped to ensure the solution was grounded in the world of grassroots football - a key passion point for our audience.
To ensure the campaign generated significant PR, we secured Chris Stark as our talent. Chris Stark is a BBC Radio One DJ, as well as co-host of That Peter Crouch Podcast and lifelong Watford FC fan – so the perfect front man in terms of resonance with our target audience, and to reinforce the strategy of leveraging football as a passion point for them.
The campaign launched with the County FA ‘We Salute You’ assets running across broadcast video on demand, online video and social media. The wider campaign also includes partnerships with podcast platform Acast, youth publisher VT, sports publisher COPA90, and gaming platform Twitch
For PR, we created a piece of editorial video content of Chris Stark delivering a Team Talk to camera, encouraging safer driving behaviours so that our audience can get to and from the beautiful game, safely. We also secured a spokesperson from the County FA for a radio day.
Our PR activity received 13 radio day interviews with a collective reach of 1,775,000 and 12 piece of press coverage with a collective reach of 5,592,772
Accolades
The campaigns was shortlisted in the Successful and Effective Partnership Award at the Marketing Society Awards.