A new research study commissioned by LARSOA is designed to help RSOs develop more effective road safety campaigns aimed at young drivers.
The research, funded by BSM and launched at The Labour Party Conference, undertook detailed investigation to assess young drivers’ attitudes to driving - and what might make them think twice before taking risks behind the wheel.
The research also tested a series of advertising concepts to see what might form the basis of an effective publicity campaign targeting those aged 17-20 years old. By explaining what worked – and what didn’t - it’s hoped the research will be used as a toolbox by RSOs when developing their own campaigns.
Some of the key issues identified include:
• Young drivers are more worried about seriously injuring or killing a passenger than hurting themselves.
• Young drivers identified ‘paying more attention’ as the thing most likely to reduce their risk of having a crash.
• Risk taking is seen as a normal part of driving for 17-20-year-olds.
• Driving ‘the morning after’ while over the drink drive limit is widespread – more than 52% of respondents admitted to doing so.
• Young drivers instinctively look for a reason why circumstances leading to a crash could not happen to them.
Simon Ettinghausen, LARSOA adviser on young drivers, says: “Developing effective road safety messages targeting young drivers is particularly difficult. By testing campaign concepts we identified what might be most effective - and what would be too complex or too tongue-in-cheek to make them stop and think seriously about their driving behaviour.”
Mike Hutter, Managing Director of BSM, the company that funded the research says: “The research gives us a true insight into the attitudes of young drivers and helps us to identify the triggers that may lead to changes in their behaviour. Safety campaigns play a key role in making drivers much more aware of the direct link between their behaviour and the consequences of not taking risks seriously.”