UnXpectd FM: Tuning Into Young Drivers' Safety

Client: Department For Transport, THINK! Road safety

Young men aged 17-24 are four times more likely to be killed or seriously injured on the road, largely due to speeding. That’s a staggering fact.

Known for their resistance to traditional safety messages, we needed to create a campaign that would authentically resonate and encourage them to adjust their driving behaviour, without triggering any defensiveness. Enter ‘UnXpected FM’ - a simulated pirate radio station designed to connect with our target audience in their own environment and language, delivering crucial safety messages when they mattered most – while they’re in the car. Leveraging trusted voices like Hugo Chegwin from Kurupt FM and Kareem Ramsay from Top Boy, we created relatable, peer-like content. Partnering with Global Academy students ensured our tone hit home, while A Million Ads' dynamic ad-serving technology allowed us to deliver real-time warnings about adverse road conditions. The result? Real, effective behaviour change for a life and death matter.