Carrying elderly or young relatives, “precious cargo” if you will, is the only thing that makes young men more careful behind the wheel. So who better to deliver road safety advice than Gran’s?
Young male drivers are more likely than anyone else to be involved in road accidents. They’ve heard it all before when it comes to warnings from traditional authority figures like their parents or the police. How could we help change the narrative?
40% of young male drivers took action after seeing the campaign - a particularly impressive figure considering their ‘invincible’ nature. Campaign recognisers were also more likely to never speed on built-up roads (29% vs 18%), never get distracted by mates (31% vs 26%) and to never use their phones while driving (46% vs 32%).
