Road safety campaign focuses on young male drivers and rural roads

Young male drivers are to be asked “Is pushing it worth it?” in a new THINK! road safety campaign launched on 6 March by the Government.

The campaign will highlight data that show male drivers aged 17-24 are four times more likely to be killed or seriously injured than drivers aged 25 or over. Research findings also show that 60% of all young male car driver serious and fatal collisions were on rural roads.

Less than half (43%) of young men consider exceeding the speed limit to be unacceptable, while over two-thirds (68%) see drink driving and over half (52%) think using a mobile without handsfree is unacceptable, the campaign will say.

Alongside the campaign, the Government says that, as part of the Safer Roads Fund, it will continue to work with councils and safety groups to deliver improvements across rural roads.

Some £100m is going towards the 50 most dangerous roads in England, the majority of which are rural roads, the Government says. Improvements already made include improved signage, safer pedestrian crossings and better designed junctions.