BRUTALLY SIMPLE THINKING
Simple Universally Recognisable Truth: Teens are most vulnerable when in groups
Brand Truth: Every week, 2 or 3 teenage pedestrians are killed or injured on London's roads
Proposition: Don’t let your friendship die on the road
The campaign contributed to a 55% reduction in the number of child KSI’s on London roads by 2007. The last 5% reduction would be the most difficult to achieve as we would need to reach the ‘laggards’, those teenagers most resistant to changing their road safety behaviour.