Our Think Safe campaign was launched to coincide with World Safety Day on the 28th April, and highlighted the issue of personal responsibility for safety. Focused on increasing the individuals awareness of their attitudes to competence experience and choice, the campaign presented a range of dramatic contrasts between know-how and anyhow, co-operation and confrontation, choice and chance. The high impact, provocative campaign was rolled out through a range of lenticular posters, standard posters and a short movie which took the campaign message far away from the standard safety video