The Road Whisperer

Theme: Country roads

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. Assets supplied are free to use for educational purposes, however if used in a paid-for capacity (particularly outside of the national campaign period) usage fees may apply.

Helpful hazards

Our Helpful hazards campaign provides tips and advice on driving safely on country roads.

The helpful hazards film takes common countryside sights (farm animals and agricultural equipment) and turns them into messengers, warning drivers of the potential hazards on country roads.

We partnered with LadBible to create engaging content for our target audience on social media.

Country roads

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

If you could see

THINK! campaign to warn drivers of the dangers of country roads.

60% of people killed on Britain’s roads die on rural roads, and new research shows many more drivers are needlessly putting themselves at risk of an accident.

A shocking 25% of drivers report having had a near miss on a country road, while 40% have been surprised by an unexpected hazard, such as an animal. A third also confess to taking a bend too fast.