To tackle the unacceptable number of deaths and serious injuries among young drivers and their passengers, the West of Scotland Road Safety Forum (WoSRSF) launched its 'Hero to Zero' campaign in 2007. This initiative generated such positive feedback that a follow-up campaign on the same theme but with a different concept was introduced in the summer of 2009 under the title 'Don't Let This Happen To You'.

Quickly capturing the imagination of its target audience and now popularly known as the 'Numpty' campaign, this adopted a hard-hitting peer pressure angle to persuade young drivers to think carefully about their driving behaviour and not be branded a Numpty, Dunderheid, Eejit or Tube by their friends when they get behind the wheel.

Intensive campaign activity was conducted across the region including high profile radio and online advertising, competitions, posters and beer mats in pubs, clubs and universities, school washroom stickers and special promotions using Bluetooth technology.