Rather than just taking all this at face value we wanted to dig deeper. And one of the things we found was that young male drivers do worry about killing or injuring their girlfriends in the passenger seat.

It was also clear that we had to use new communication channels like YouTube and viral films. Government research proves that people in our target audience spend more time surfing than watching TV.

But one of the biggest challenges was to grab their attention – and make sure they watched long enough to absorb the message. So we put all these things together in our creative concept. Watch it. But steel yourself first.

Repetition across different media really helps to get message across. So we made the format of the film equally suitable as a cinema commercial, and shot it in High Definition so it could be converted for use in cinema. And it will be soon – watch this space.

The film’s success spurred a cross-media campaign including posters and USB memory sticks handed out in schools. It also plugged into a wider social marketing campaign around changing the behaviour of young drivers. This included our award-wining emotional documentary Missing Matthew telling the story of a young lad who tragically lost his life racing his best friend.