The Road Whisperer

1 in 5 drivers crash in the first year after passing their test. Our research revealed that young drivers often feel vulnerable on the road. This can lead to them driving more defensively and taking unnecessary risks to over-compensate for their inexperience.

We know it takes real road experience to become a good driver. Launched 5 March 2019, our latest campaign encourages new drivers to ‘learn the ways of the road’ with the help of the Road Whisperer.

The mysterious Road Whisperer – think ‘The Dude’ from The Big Lebowski – will deliver tips and advice around some of the most nerve-wracking moments that new drivers face.

We’ve created a suite of tips that will run throughout March across cinema, video on demand and social media. The tips include driving on country roads, on motorways, at night, in light rain, on roundabouts, the importance of checking your tyres, and looking out for vulnerable road users.

Our launch materials are available below.

We’ll be making the remaining assets available throughout March.

Horses are large powerful animals, but they can easily panic and bolt if startled. The consequences to drivers, their car, the horse and its rider can be horrendous.

By following some basic advice, drivers and riders can help avoid accidents involving horses on the road.

The facts

  • Horses can weigh more than half a tonne – they are easily scared by noise and may panic around fast-moving vehicles.
  • 3 horse riders were killed and 117 seriously injured in road accidents between 2013 and 2017.

When driving, a few miles per hour can mean the difference between life and death. The faster someone drives, the less time they have to stop if something unexpected happens.

If you kill someone while speeding, you will have to live with the long-term emotional consequences.

Speed limits are there for a reason.

The facts

  • Speed is one of the main factors in fatal road accidents.
  • Fatal accidents are 4 times as likely on rural ‘A’ roads as urban ‘A’ roads.
  • 3,121 people were killed or seriously injured in accidents where ‘exceeding the speed limit’ or ‘travelling too fast for the conditions’ was recorded as a contributory factor by the police.

The law

  • You must not drive faster than the speed limit for the type of road and your type of vehicle.
  • The speed limit is the absolute maximum and it doesn’t mean it’s safe to drive at this speed in all conditions.

Read more

The facts

  • On average, three people die each day on country roads.
  • 60% of all fatalities in Great Britain occurred on rural roads in 2018.
  • The number of people killed on rural roads was more than 10 times higher than on motorways in Great Britain in 2017.
  • 10,729 people were killed or seriously injured in accidents reported to the police on rural roads in Great Britain in 2017.

The law

  • You must not drive faster than the speed limit for the type of road and your type of vehicle.
  • The speed limit is the absolute maximum and it doesn’t mean it’s safe to drive at this speed in all conditions.

Read more

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