Organisation: Road Safety GB – North East
Date uploaded: 11th December 2013
Date published/launched: November 2013
This campaign urges young people to stop their friends from "driving like an idiot", citing peer pressure as the key to encouraging young people to drive more sensibly.
Road Safety GB North East Region launched “Don’t Drive Stupid” to combat the large proportion of young driver accidents which are the result of inexperience and bravado, as well as drug and alcohol impairment.
As well as traditional printed resources the campaign includes a viral film published on YouTube, and it is also being promoted on Facebook and on twitter.
Despite young drivers holding only 8% of the region’s driving licences, they accounted for 26% of road casualties in 2012. One in four 17-year-olds who hold a driving licence will be involved in a collision, with the period between November and January seeing the greatest number of accidents.
While the majority of accidents occur in the urban centres, within 2.2 miles of the driver’s home, a large proportion also happen on winding, country roads, where inexperienced drivers are more likely to lose control.
The campaign will be evaluated via the E-Valu-It process and a copy of the evaluation will be added to this listing.
The film which was produced as part of the campaign is available for other road safety teams to use, and can be downloaded from the link below.
For more information contact:
Alan Kennedy, Durham CC
T: 03000 268166