The UK has a proud history of road safety advertising, which has saved many lives over the years.

Earlier in his career, David worked across the THINK! road safety portfolio, on issues including motorcycling, speeding, child seats and even the famous road safety hedgehogs.

But he’s most proud of leading all client side work on one of the most iconic of all road safety campaigns - It’s 30 for a reason.

This campaign was born out of data showing the number of deaths and serious injuries on roads close to the home of the driver - roads on which drivers got overconfident and believed that they could drive safely at up to 40mph.

Using the data, David realised there was an opportunity to show drivers the difference between hitting a child a 40mph, where the child has an 80% of dying, and at 30mph, with an 80% of surviving.

By taking the blame away from the driver, and giving them the pure facts, they better understood why they should follow the limits set.

It’s 30 for a reason.