Young drivers are hugely over-represented in collision and traffic fatality statistics.  Put simply, they pose a greater risk to other road users, themselves and their passengers.  Nationally, 21% of all car drivers either killed or seriously injured are males aged 17-24 years-old, while 26% of all female passengers killed or seriously injured fall into the same age category.

In South Yorkshire the figures are also startling.  On average, from 2000 to 2006, the 17-24 year-old age group accounted for 23% of all people killed or seriously injured on South Yorkshire’s roads.  When you consider that the same age group only make up around 10% of the overall population it shows the extent of the problem.

The hard-hitting advert shows a young male driver distraught at the loss of his girlfriend.  Sat inside the vehicle holding his “Lost Love” in his arms, the driver is obviously heart broken as a result of his excessive speeding.   A headline message: “Broken Speed Limit, Broken Heart” explains the scenario, while a secondary message: “Slow Down Save Lives”, cleverly incorporated into a heart style graphic, intends to influence driving behaviour.

Julian Cotton, Communications Manager for the Partnership, said: “Unfortunately, a large proportion of collisions on our roads involve 17-24 year-old drivers; in fact research has shown road accidents are the single biggest killer of this age group.  It’s therefore vital that we inform these younger, less experienced, drivers of the risks they face when behind the wheel on South Yorkshire’s roads.”

He continued: “In showing the catastrophic consequences of road accidents, many of which are a result of motorists breaking the law and speeding, this high impact campaign should pull on the heart strings.  Potentially losing a loved one should make these drivers consider the dangers and persuade them not to put people’s lives in jeopardy.”

Contact: JULIAN COTTON     
Tel: 0114 296 1228