Road safety campaign targets young drivers

A hard-hitting road safety advertising campaign targeting young drivers and their passengers starts next Monday (5 May) throughout Shropshire.

The four-week ‘Best Mate’ campaign aims to remind young drivers of the potentially appalling consequences when things go wrong on the roads - and of the responsibility they have for their passengers.

Posters containing vivid pictures of accident victims will be displayed in toilets at Shrewsbury’s nightclubs and also distributed to sixth forms, colleges and other education sites throughout Shropshire.

The aim is to connect with young people to remind them of the risks and dangers they face on the roads. Campaigners also want to persuade young drivers and their passengers to drive and behave in a way likely to minimise these risks, and ultimately play a part in reducing crashes and casualties.

The campaign is based on research commissioned by the Local Authority Road Safety Officers Association (LARSOA) and funded by BSM.

Key findings from the research showed that young drivers are more worried about seriously injuring or killing a passenger than hurting themselves. The research also showed that any campaign materials should involve eye-catching visuals, and contain messages which are short and to the point.

Malcolm Farrar, road safety officer for Shropshire County Council, said: “This campaign aims to lead our young drivers to think about their own behaviour – even if only for a split second.”

Councillor John Everall, Shropshire County Council cabinet member for community safety, said: “Improving road safety is very important, and I hope these hard-hitting images make young people stop and think about how vital it is to drive responsibly.”

30 April 2008