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This section focuses on our young driver road safety advertising campaign. Here you can learn about the approach behind the campaign, who we target and why. You can also see the advertising material we’ve produced.


The Unsell

Traditionally, parents of young drivers have put their teen in a cheaper car to avoid potential damage to theirs. However, these cars usually have a lower safety rating. With young drivers far more likely to crash due to inexperience, it makes sense to put them in the safest car possible.