How Direct Line improved young drivers’ behaviour on a shoestring budget

Being brave is the best way to create change, according to insurer Direct Line, which set out to reframe what good driving looks like for young people, all on a shoestring advertising budget.
The campaign centred on Shotgun, an app targeted at male first-time drivers aged between 17 and 19, which went live at the beginning of the year with an ad budget of just £70,000 – far smaller than the insurer’s usual spend. The aim? To reduce the number of road deaths that occur during so