New campaign – TfL

Transport for London (TfL) has launched a “smarter driving” campaign to encourage drivers to reduce their fuel consumption by changing their habits behind the wheel.

The poster and radio campaign, created by WCRS,features tips for saving petrol through better driving and has the strapline “Are you thinking what your car’s thinking?” The ads will also be shown on petrol pumps around the capital.

TfL says that by following the advice, car owners could reduce fuel consumption by 8.5%, shaving £120 off their annual fuel costs, and cut carbon, noise and air pollution.

Among the six tips for drivers is the advice to speed up and slow down smoothly, and to change gears at low revs.

The campaign is part of the Mayor of London’s Climate Change Action Plan that aims to cut the city’s carbon emissions by 60% by 2025. A fifth of the carbon emissions savings from transport will come from more efficient operating.