South Yorkshire Safer Roads Partnership
News
21 Mar 2023
PUSH TO SLOW DOWN YOUNG DRIVERS
Speed contributes to around one in four fatal collisions on our roads and kills and injures 54 young people every week.
But despite this, only 32% of young men consider it very risky, with THINK! research showing that this audience particularly underestimate the risks of driving just a little too fast for the conditions.
A new THINK! campaign, speaking to male drivers aged 17 to 24, aims to raise awareness of the impact that even slight speeding on rural roads can have.
The campaign asks young drivers ‘is pushing it worth it?’, encouraging them to reflect on their own driving and to reappraise the consequences of what they currently perceive to be safe speeds, particularly on rural roads.
A spokeswoman for South Yorkshire Safer Roads Partnership (SYSRP) said: “Latest statistics show that 60% of all serious and fatal collisions involving young male car drivers happened on rural roads.
“In addition, male drivers aged 17 to 24 are 4 times more likely to be killed or seriously injured than drivers aged 25 or over.
“We have to find a way to influence young drivers and are happy to support such an important campaign.”
A survey by THINK! found that less than half (43%) of young men consider exceeding the speed limit to be unacceptable, while over two thirds (68%) see drink driving as unacceptable and over half (52%) think using a mobile without handsfree is unacceptable.
Alongside the campaign, the Government continues to consider how to enhance road safety, with a particular focus on rural roads.
As part of the Safer Roads Fund, the Government, together with local authorities and safety groups, is continuing to deliver a wide range of improvements across rural roads. To date, £100 million has been provided through the programme to improve the 50 most dangerous roads in England, the majority of which are rural roads. Some of the improvements already made include improved signage, safer pedestrian crossings and better designed junctions.
Road Safety Minister Richard Holden said: “Road safety is our priority, but we want to accelerate our efforts to tackle unsafe driving habits and create some of the safest roads in the world.
“We’re highlighting the dangers of relaxed driving attitudes on rural roads so that everyone recognises that pushing the speed limit is just not worth it.
“Speeding accounts for around 1 in 4 fatal collisions, but despite this is considered one of the least risky and most acceptable behaviours among drivers, especially young men.”
The campaign comes as part of a wide range of safety initiatives, including the recent research project ‘Driver2020’ which considers the different ways to make young drivers safer, more confident and more skilful in their first year of driving.
For more information visit: https://www.think.gov.uk/campaign/speeding2023/
But despite this, only 32% of young men consider it very risky, with THINK! research showing that this audience particularly underestimate the risks of driving just a little too fast for the conditions.
A new THINK! campaign, speaking to male drivers aged 17 to 24, aims to raise awareness of the impact that even slight speeding on rural roads can have.
The campaign asks young drivers ‘is pushing it worth it?’, encouraging them to reflect on their own driving and to reappraise the consequences of what they currently perceive to be safe speeds, particularly on rural roads.
A spokeswoman for South Yorkshire Safer Roads Partnership (SYSRP) said: “Latest statistics show that 60% of all serious and fatal collisions involving young male car drivers happened on rural roads.
“In addition, male drivers aged 17 to 24 are 4 times more likely to be killed or seriously injured than drivers aged 25 or over.
“We have to find a way to influence young drivers and are happy to support such an important campaign.”
A survey by THINK! found that less than half (43%) of young men consider exceeding the speed limit to be unacceptable, while over two thirds (68%) see drink driving as unacceptable and over half (52%) think using a mobile without handsfree is unacceptable.
Alongside the campaign, the Government continues to consider how to enhance road safety, with a particular focus on rural roads.
As part of the Safer Roads Fund, the Government, together with local authorities and safety groups, is continuing to deliver a wide range of improvements across rural roads. To date, £100 million has been provided through the programme to improve the 50 most dangerous roads in England, the majority of which are rural roads. Some of the improvements already made include improved signage, safer pedestrian crossings and better designed junctions.
Road Safety Minister Richard Holden said: “Road safety is our priority, but we want to accelerate our efforts to tackle unsafe driving habits and create some of the safest roads in the world.
“We’re highlighting the dangers of relaxed driving attitudes on rural roads so that everyone recognises that pushing the speed limit is just not worth it.
“Speeding accounts for around 1 in 4 fatal collisions, but despite this is considered one of the least risky and most acceptable behaviours among drivers, especially young men.”
The campaign comes as part of a wide range of safety initiatives, including the recent research project ‘Driver2020’ which considers the different ways to make young drivers safer, more confident and more skilful in their first year of driving.
For more information visit: https://www.think.gov.uk/campaign/speeding2023/
