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Young driver advertisements

Updated: 7 April 2015

Safer Journeys identifies young drivers as an area of high concern. This is because restricted drivers are seven times more likely to be involved in a fatal or serious injury crash than other drivers. Data also shows that young restricted drivers are more at risk of having a serious crash in the first six to 12 months of driving solo on their restricted licence than at any other time in their lives. This increased risk is partly due to driving inexperience.

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Television advertising

Campaign background

Our young driver campaign encourages parents to stay involved in their restricted driver's driving. Safe teen driver initially launched in June 2011. But since then, to improve the safety of young drivers, the Graduated Driver Licensing System (GDLS) has changed, the drink driving limit has reduced to zero, and drivers now have to be 16.5 years to sit their restricted licence test. The test itself is more difficult and requires a higher standard of driving skill to pass.

A new advertising campaign has been developed which takes these changes into account.

The target audience

The new campaign targets all parents of young drivers in the restricted licence phase. Many parents believe their teenager is a fully competent driver once they have passed the restricted test, however this isn't always the case.

The campaign

All parents want to keep their kids safe. To help their restricted driver stay safe on the road, they need to continue to support and check-in on their teens driving. Parents can do this by providing practical solutions and advice at the right time whether it is in or out of the car.

The aim of this campaign is to remind parents that their restricted driver is still at risk, and as parents they have invaluable experience they can pass on to their teenage driver that will help keep them safe on the road.

By checking in with their teens about their driving, parents can continue to stay involved and give their restricted driver clear, practical information to help them mitigate the risks on the road.

The new campaign will continue to drive parents of young drivers through to to find practical advice and free tools which can help them stay involved with the teen's driving.

Our approach

The TV ad comprises a series of scenarios where parents are shown taking the opportunity to stay involved with their teens driving. They do this by passing advice on to their teen in a supportive and non-judgemental way. It shows examples of what parents can do to stay involved such as:

  • talking though what to do when unexpected events occur on the road
  • explaining how being tired, sick or upset can impact their driving
  • highlighting the importance of route planning
  • showing them how to read changeable road conditions (driving in wet weather or in darkness).

The campaign launched on 25 August 2013.

Radio advertising

Online advertising



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