THINK! Topic: Road safety Organisation: Department for Transport Location: England Dates: 2000 to 2010 Budget: £14 million to £19 million per year Website: www.dft.gov.uk/think Contact: Head of Marketing Email: dftpublicity@dft.gsi.gov.uk Overview In 2000 the UK Department for Transport (DfT) developed a marketing and communications programme to reduce the number of deaths and injuries on the roads. This broad suite of campaigns, each with its own specific behaviour change objective, was developed under the unifying ’THINK!’ brand, which formed part of the Government’s 2000 road safety strategy, Tomorrow’s Roads: Safer for Everyone. The strategy set targets to reduce the number of people Killed and Seriously Injured

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