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Radio 1 presenter
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-As part of the launch of a major new THINK! campaign, Radio One DJ and co-host of 'That Peter Crouch Podcast',
While casualty figures overall have plateaued, young male drivers aged 17-24 are still four times more likely to be killed or seriously injured than drivers aged 25 and over, per billion miles travelled.[1] The campaign aims to celebrate those young drivers who don't take risks on the road, promoting safe driving habits such as watching your speed, even when in a hurry or on roads you think you know well; and ignoring your phone when driving. The fear is that as car traffic returns to pre-pandemic levels, the casualty figures among this high-risk group may increase.
Ex-professional footballer and
"I just want to spare another family going through the trauma of losing a son or daughter, a brother or sister, a best friend in such a totally avoidable and senseless manner. I hope that through THINK!'s partnership with the County FA the whole football community can come together to spread positive messages about safe driving".
"Every football fan knows that the banter around the sport is part of the magic. And even though driving your mates to football games isn't possible right now, you don't want to put yourself or others at risk by getting distracted on a group chat or speeding home to watch
Roads Minister
"When people think of car accidents involving young men, they think of boy racers and extreme risk-taking. But this campaign is warning of the small distractions, such as checking a message on your phone, creeping above the speed limit or driving too fast on country roads, all of which contribute to deaths and injuries on our roads remaining unacceptably high. The County FA was a natural partner for us to help keep young drivers safe and celebrate those who don't take risks."
As part of the County FA partnership, clubs and teams are sharing their own video clips which can be seen within the
The Amateur FA, Bedfordshire FA, Berks & Bucks FA, Burnham FC, Cheshire FA, Corinthian-Casuals FC, Lancashire FA, London FA, Northumberland FA, Somerset FA, Surrey FA, West Allotment Celtic FC
"Hundreds of thousands of young players up and down the country drive to and from matches and training, enjoying the freedom that being able to drive brings them and their friends. As grassroots football has finally got going again and has been extended through June, we want to ensure we are keeping all our players safe both on the pitch, and the roads this season, for pre-season and for many seasons to come. It's a simple message, but potentially life-saving!
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CONTACT US
For further information, statistics, interviews with third party spokespeople and case studies please contact hattie.scott@23red.com or call 07786022830
EDITOR'S NOTES
About THINK!
- THINK! was officially established as the
- Since then, THINK! has become recognised internationally for its iconic and ground-breaking campaigns that have challenged dangerous behaviours on
- THINK!'s main aim is to reduce deaths and serious injuries on the roads, particularly amongst their core target audience of high-risk 17-24 year old male drivers.
About THINK!'s Good Driver campaign:
- This THINK! campaign seeks to address the issues of speeding and mobile phone use amongst high-risk 17-24 year old male drivers. Research shows that while young male drivers are more likely than other drivers to take risks with their speed and use a handheld mobile at the wheel, they prefer to be driven by friends who don't take risks at the wheel.
- In particular, THINK! is looking to raise awareness that it is not acceptable to speed even when you think you know the roads, or if you are in a hurry, or to be distracted by your mobile at the wheel - and to celebrate the young drivers who know that it's never safe to take even small risks when driving.
- This is a full 360 marketing campaign which sees THINK! team up with influential voices from the worlds of football, comedy, podcasting and gaming to start a conversation among young male drivers.
Research References & Additional Stats
[1] Reported road casualties in
Reported road casualties in
- 5,604 people aged 17-24 were killed or seriously injured on the road in 2019, including 248 fatalities.
-287 people were killed in accidents involving a young car driver.
- There were 26,988 young casualties (aged 17-24) of all severities.
- Young male drivers aged 17-24 are four times more likely to be killed or seriously injured than drivers aged 25 and over, per billion vehicle miles travelled.
- In 2019, 32% of all casualties and 57% of fatalities occurred on rural roads. For of all KSI's of male car drivers aged between 17 to 24 years 60% were on a rural road (excluding motorways).
- In 2019, where factors were assigned at the scene, speed-related factors and or being careless, reckless or in a hurry contributed to almost half of road deaths and serious injuries among male car drivers aged 17-24.
- In 2019, of all killed and seriously injured (KSI) male car drivers aged between 17 and 24, 40% involved single vehicle accidents
RAC report on motoring 2020
In 2020, 29% of motorists say they make or receive calls on a handheld mobile while driving at least occasionally, up from 24% in 2019. This figure climbs to 42% for drivers aged 17-24, who are also twice as likely to admit to taking part in video calls while behind the wheel (18%)
Kantar THINK! research 2020
- Over 40% of male drivers aged 17-24 agreed that it's ok for them to drive faster on roads they're familiar with as they know what to expect.
- 55% of Male Drivers aged 17-24 believe it's easy to find yourself driving above the speed limit when you're in a hurry.
- Only 14% of young men (aged 17-24) think it is very risky to exceed the speed limit
- Only 38% of young men (aged 17-24) think it is very risky to drive too fast on a country road
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