Brief Description: In 2000 a White Paper was published setting challenging targets to abate an increase in the number of accidents. The Department for Transport decided to broaden its focus and address multiple issues, not just those that were 'famous' for causing the most deaths. To achieve this, the Government and AMV.BBDO invented 'Think!', a brand idea that has enabled unprecedented levels of integration for a Government campaign. Whilst the road environment has become more dangerous, they have continued to reduce accidents. By broadening the campaign focus to target slight injuries they have made greater gains: whilst slight injuries cost the Government less, the aggregate savings are greater. There have been 80,000 fewer accidents and 122,000 fewer casualties, saving the Government an additional £750m ;---(TAGS)--- Full Title: Think!ng like a brand : how a brand idea drove down road casualties ; Number: 2006/01 ; Brand Name: COI - Dept Of Transport - Road Safety ; Client: Department For Transport ; IPA_ProductCoding: Government Departments (Public service information campaigns) ; Agency: Abbott Mead Vickers.BBDO ; Author: Clare Hutchinson, Annabelle Watson ;