UK Government

Department for Transport (National): THINK! Safety messages hit the road

Press Release   •   Sep 09, 2010 14:28 BST

A joint venture between the Government's THINK! campaign and one of the country's largest lorry fleets is taking safety messages to the roads.

Stobart Group and Tesco have provided space on the backs of 200 trucks to carry adverts reminding drivers to take regular breaks and not to use mobiles while driving.

Road Safety Minister, Mike Penning, today visited Stobart Group in Widnes to mark this important partnership and see the campaign in action.

Mike Penning said:

"The THINK! truck backs campaign is a fantastic example of the public and private sector working together to get across important road safety messages to drivers while they are on the road.

"By working together Eddie Stobart, Tesco and THINK! have developed a campaign which combines advertising creativity with value for money for the taxpayer.

"I am very grateful to both companies for their generosity in allowing us to use this space and I hope that other similar initiatives will follow in the future."

Andrew Tinkler Stobart Group CEO said:

“With one of the largest fleets on the UK’s roads, and a specialist Eddie Stobart driver training school that all our drivers have to pass through, regardless of experience, road safety is of absolute paramount importance to the Stobart Group.

“It is said that when driving on major UK roads, an Eddie Stobart truck is seen every 4 to 5 minutes, which clearly lends itself very well to promotion and raising public awareness. So we were only too happy to support the DfT with the idea of including the THINK! campaign posters on some of our truck-backs – especially as we so fully endorse the campaign’s messages.”

The trucks carry one of two adverts: one on the dangers of fatigue, prompting drivers to turn off the road if they are feeling tired; the other reminding drivers that using a mobile phone at the wheel could cost them 3 points on their licence and up to £1,000 in court fines.

Notes to editors

  • The DfT have put up £58,592 funding for printing and fitment of the advertising however the estimated value of the 12 months campaign is £1.5m - more than 25 times the cost to the DfT.
  • Reported Road Casualties Great Britain 2009 main results:http://www.dft.gov.uk/pgr/statistics/datatablespublications/accidents/casualtiesmr/rrcgbmainresults2009
  • More information on THINK! including advice for drivers can be found here: http://www.dft.gov.uk/think/
  • Images of the visit will be available.
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    Department for Transport Website: http://www.dft.gov.uk

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