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Quiz reveals why road safety turns teenagers off

Peterborough City Council's road safety team has used interactive computer technology to quiz members of a youth theatre team on 'why teenagers often fail to respond to road safety messages'.

The Quizdom game allows small groups of teenagers to participate in a mini survey that will provide the Peterborough team with local insight into a national problem - and give comparisons with national data.

The Peterborough initiative supports the latest THINK! campaign aimed at teenage pedestrians, which includes a new TV commercial that launched in August. The campaign is based on extensive research undertaken with teenagers to reveal their attitudes and behaviour towards road safety.

"The research showed that there are real barriers to communicating with teenagers who think road safety messages are juvenile because they know it already and they feel invulnerable," said RSO Clair George. "This initiative is part of a range of programmes that the road safety team develops and delivers in secondary schools across Peterborough in an effort to influence this vulnerable age group."

For further information visit www.thinkroadsafety.gov.uk or contact Clair George, AAC292@peterborough.gov.uk