THINK! research has found that many young men who have been driving for a while are overconfident in their driving ability and believe they can safely take risks when at the wheel.
This includes driving too fast, especially when in a hurry or on roads they think they know well, and being more likely to use a handheld mobile at the wheel.
However, research also shows that for this group of young men, the mates they silently prefer to be driven by are those who drive safely.
THINK! is launching the Good Driver campaign to help normalise this silent respect and spark a conversation about good driving by encouraging young men to see that mates respect mates who don’t take risks on the road.
The campaign has been created in collaboration with the County FA and media partners Acast, COPA90, Twitch and Jungle Creations. Content will run throughout June and July across video on demand, social media, online video, podcast and in-game streaming.
Our launch assets, created in partnership with the County FA, can be downloaded at the links below. Follow @THINKgovuk on Twitter to discover and share more content from our campaign partners throughout June and July.