Admiral Car Insurance has released an emotional film emphasising the importance of safe driving behaviours, particularly for drivers under 25 years old. According to data from Admiral, young drivers under 25 are nearly twice as likely to make a claim for a crash involving serious injury compared to older drivers. To tackle this issue, Admiral has launched a campaign aimed at encouraging meaningful conversations about safe driving among young people and their families.
The film highlights the devastating impact of road accidents on young drivers and their families, stressing that no driver is invincible. It also addresses common causes of accidents among young people, such as carelessness, speeding, and drink driving. Recent statistics from UK police forces show little change in the number of serious car injuries and fatalities among young people aged 17-24 between 2022 and 2023. Additionally, the Department for Transport (DfT) reports that a significant proportion of killed or seriously injured casualties from car collisions involve young drivers, with young male drivers aged 17 to 24 being at a higher risk compared to older motorists.
Admiral has partnered with Headway for this campaign to raise awareness about road safety and remind young drivers of the long-lasting consequences of accidents. The insurance company’s research reveals that generic reminders to ‘drive safely’ have become less impactful due to their overuse. To address this, Admiral has enlisted TV psychotherapist Ella McCrystal to provide guidance on using ‘actionable language’ for more effective conversations about safe driving.
Head of Claims at Admiral, Adam Gavin, expressed the profound impact that serious accidents have on young lives and families. He highlights the need for drivers to reconsider the significance of reminders to ‘drive safely’ and hopes that empowering families to engage in meaningful discussions about road safety will contribute to reducing such accidents. For tips on having productive conversations about road safety and more advice on staying safe on the roads, visit admiral.com/drivesafely.