Not Impressive Road Safety Campaign

Midlands Road Safety Partnership

Targeting 17-24 year olds, this campaign went straight to the point, asking why so many young men feel the need to drive at speed - the reason, to impress. Impress their mates, their girlfriends. Not only is it not impressive, it's putting lives at risk. The campaign achieved 93% recall rates and was awarded the Prince Michael of Kent Road Safety Award in 2007.