TfGM: Limits Save Lives

Key Points

• Client: Transport for Greater Manchester (TfGM)
• Job Title: Limits Save Lives
• Job Type: Public Safety Awareness Campaign
• Location: Greater Manchester, UK
• Timeframe: 2021
• Deliverables: Documentary-style interviews, TV commercial, campaign content
• Key Focus: Emotional storytelling, real-life impact, high-production-value recreation
• Additional Campaign Element: Limits Save Lives website, which ran for three years

The Challenge

Transport for Greater Manchester needed a campaign that would make drivers think twice about speeding. The campaign focused on the tragic real-life story of a young woman killed by a speeding driver. It had to be powerful, respectful, and capable of driving real change in attitudes toward road safety.

The project required sensitive, emotional storytelling while ensuring the accuracy and realism of the events. It also needed to work across multiple platforms, including a dedicated website that would run for three years as an ongoing resource.

The Plan

The project was delivered in two key parts.

Interviews and Real Stories

We conducted in-depth interviews with the victim’s family, police officers, and case workers. These personal accounts formed the heart of the campaign, highlighting the lasting impact of speeding.

To manage the emotional weight of these conversations, we followed a safeguarding process designed to support interviewees while capturing the content needed. Our experience with sensitive topics helped create an environment where people felt comfortable sharing their stories.

High-Impact TV Commercial

TfGM wanted the TV ad to stand out from traditional road safety campaigns. To achieve this, we told the story in reverse, beginning with the aftermath of the crash and working back through the moments leading up to the incident.

Recreating an 86mph crash required a high level of precision. We worked with a stunt team that our creative director, Jack, had previously collaborated with on Fast & Furious 6. The production took place on a custom-built road set at an old airfield, with night-time filming adding an extra layer of complexity.

The Results

The Limits Save Lives campaign ran successfully, with the website acting as an educational hub for three years. It reinforced TfGM’s ongoing efforts to reduce road fatalities and encouraged meaningful conversations about speed limits and safety.

The success of this campaign led to a strong and lasting relationship with TfGM. Even years later, we continue to work together to produce high-impact campaigns that focus on public safety and behavioral change.