The UK government has enlisted star actors Hugo Chegwin and Kadeem Ramsay from People Just Do Nothing and Top Boy respectively, to star in its latest Think! road safety campaign.
The series of digital audio ads will urge young drivers to travel more safely on rural roads – delivering safety messages in real-time to drivers based on weather conditions and location via Spotify and DAX.
Downing Street has paired up with acting duo Chegwin and Ramsay to act as fake radio DJs on a mock station named ‘UnXpected FM’ which asks listeners “Is pushing it worth it?”
“We hope this fresh campaign cuts through to young men, who statistically are the most likely to drive too fast on rural roads and in dangerous conditions,” Department for Transport roads minister, Guy Opperman said.
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“This is a fresh initiative from Think!, using recognisable voices and innovative technology to remind drivers of risks right behind the wheel.”
Targeting men aged 17-24 who are traditionally the most likely to overlook road safety, the creative is inspired by a survey that reveals only 32% of young men consider speeding to be very risky.
UnXpected FM’s message looks to remind overconfident young driver about how quickly weather and driving conditions can change on rural roads, and how speeding can take away all control.
Chegwin added: “I’ve no idea where they got the concept of a pastiche pirate radio station from! But it’s entertaining and puts an unexpected spin on an important subject.”
