Skip to main content

THINK! Campaign: Finance

Question for Department for Transport

UIN HL3719, tabled on 12 December 2014

To ask Her Majesty’s Government what was the annual budget of the THINK! campaign for each year from 2009/10.

Answered on

17 December 2014

The THINK! campaign annual budget since 2009/10 is outlined in the following table:

Financial year

Allocated annual budget













Since June 2010 Government marketing spend has been reduced to help deliver efficiency savings. Since then, only the most essential campaigns – including the THINK! campaign – have continued.

It is vital that taxpayers’ money is spent wisely and spend is prioritised using killed and seriously injured statistics for road users. We are delivering more efficient road safety initiatives by focusing spending on those activities which are most likely to reach our target audience. For example to date, our new drink drive film has been viewed 696, 000 times.

We continually monitor attitudes towards drink driving, road casualty statistics and policing data (such as breath tests) to inform our campaign strategies.

The most recent annual road casualty figures, for 2013, show Britain’s roads are still among the safest in the world and fatalities are the lowest since records began in 1926. But one death on the road is one too many, which is why our focus remains on tackling dangerous drivers and investing in making our roads safer for everyone.