I’ve generally been somewhat disappointed with the British government’s Think! campaign, due to its overwhelming emphasis on “Kill[ing] Your Speed”. The idea that simply slowing down a bit will solve all road safety problems is too simplistic. I personally would favour a pay-a-bloody-ttention campaign, pointing out how important good observation is, and warning not to just stare at the car in front and maybe look a bit further ahead than the end of your nose from time to time.
Since returning to the UK, however, I’ve been pleased to see a wider variety of TV adverts, including an excellent one about the two second rule (strangely not listed at the above link), and a hilarious (if only because it’s so cheaply done) one about driving when horses are around. I haven’t seen the Kill Your Speed ad once – this has to be a good sign.
For more on how road safety really can be improved, see the Association of British Drivers’ page on the subject.