The campaign uses the image of a ‘before and after’ car accident victim with the message, ‘Just passed? A lot could change in your next 6 months’. It focuses on the impact an accident can have on a young driver, not only in losing their new found freedom and independence, but how it may also jeopardise their physical appearance and mobility - a key factor in changing behaviour and attitudes of the image-conscience nature of the target audience.

Research has shown that the early part of the driving career is a dangerous time for new young drivers, and the first six months is particularly risky. Many new young drivers are fairly skilled in driving the car, the main problem is a lack of experience, and campaigns such as this one are really about trying to put an ‘old head on young shoulders’. Often, it is not their driving ability which gets them into trouble, but their inexperience of the different situations in which they find themselves in a modern roads environment. Furthermore, they are now making all decisions for themselves, with no instructor there to advise them or act as a ‘second pair of eyes’.

Unfortunately young drivers’ perception of their driving ability contrasts starkly with the facts. Current statistics show that 1 in 5 new drivers is likely to be involved in an accident in the first year of driving, and the aim of the ‘Young Driver’ campaign is to highlight their vulnerability on the roads due to inexperience and underdeveloped hazard perception. Most at risk are 17-22 year old Scottish males who are more likely to be involved in an accident than any other age group.

With 2000 young people in Scotland passing their practical driving test every month, the campaign message of encouraging new young drivers to calm down and realise the risks they take during this period, is a pertinent one. It is particularly relevant to young drivers in rural areas who are more than twice as likely to be killed or seriously injured in an accident than those driving in built-up areas.

A combination of factors including poor physical control of the vehicle, over-estimation of their ability, peer pressure and high spirits can easily lead to an accident. Over confidence which can potentially result in young drivers taking risks at unsafe speeds is also a key factor in their vulnerability.

A radio advert will be supported by billboards showing the before and after image, and there will also be bus side advertising in Glasgow and Edinburgh throughout the campaign. Furthermore, the SRSC has established a partnership which will give all newly qualified young drivers in Scotland the chance to save money in USC stores from May to December 2005, through the use of a discount card which also carries the road safety message. New drivers will receive the discount voucher alongside the pack they are given the day they pass their test.

This partnership with USC, which includes radio promotions and staff support, should act as a catalyst and encourage young drivers to realise that independence and freedom come with a degree of responsibility. With the support of driving instructors issuing the USC vouchers, there is the chance to help these valuable safe driving messages to stay with them throughout their driving career.

This joint venture for the Young Driver campaign is a significant step towards capturing the notoriously difficult target audience of 17-19 year olds. The discount voucher is an innovative way of extending and sustaining the key campaign message that they are not indestructible and have a lot to lose if they are involved in an accident - not just their licence, but their physical well being too.

Driving instructors throughout Scotland can register for the scheme by texting the word ‘DRIVE’ to 84118.