WELCOME FROM OUR HEADLINE SPONSOR
Trustee
GEM Road Safety Charity
On behalf of GEM Motoring Assist, may I extend a warm welcome to you at this year’s Young Driver Focus.
The GEM Road Safety Charity was established in 1985 to promote road safety and reduce the number of people killed or seriously injured on UK roads. This remains at the heart of our work, and our support for worthwhile projects and initiatives across the UK serves this purpose. We received a record number of applications for support in our most recent funding round. Here are details of the five initiatives we agreed to support:
Devon Air Ambulance Trust for its project to identify and classify injury patterns across different road user types. The Trust aims to deliver actionable recommendations for improving road safety and trauma care systems.
Organised by
Supported by
Gloucestershire Older Persons Association (GOPOA) for the first stage of a redevelopment and relaunch of the Older Drivers Forum. FirstCar for its collaborative TikTok channel, dedicated to educating young drivers about road safety. The Honest Truth to assist in its programme developing coaching skills for driving instructors. The Queen Elizabeth Foundation to support a driving theory test classroom, helping groups of 10 disabled students at a time learn theory in person or remotely.
New for GEM at this year’s Young Driver Focus is a selection of our Blue Light Aware videos featuring young people. We will be refreshing the full line-up using young people and their voices in the coming months. May I wish you all a super successful and enjoyable day.
Gill Starkie
HOW TO IMPLEMENT HIGHER ORDER SKILLS IN DUTCH DRIVER EDUCATION
Dr Michelle Doumen
Senior Researcher
SWOV – Institute for Road Safety Research
SUPPORTING YOUNG DRIVERS IN UNDERSTANDING INSURANCE REQUIREMENTS
Martin Saunders Head of Uninsured Driving Prevention MIB (Motor Insurers’ Bureau)
THE ROLE OF PARENTS AND GUARDIANS IN YOUNG DRIVER SAFETY
Dr Elizabeth Box Research Director
RAC Foundation
PANEL DISCUSSION
Kerry Doyle Community SafetyEducation
Surrey Fire & Rescue Service
Professor David Crundall
CTO
Esitu Solutions
Tony Crook Road Safety Manager
Lancashire County Council
Dr Michelle Doumen
Senior Researcher
SWOV – Institute for Road Safety Research
DRIVING CHANGE: LESSONS FROM PUBLIC HEALTH TO KEEP YOUNG DRIVERS SAFE
Paul Steinberg Director of Communications and Engagement The Road Safety Trust
CLOSING REMARKS AND CONFERENCE CLOSES
A note of thanks from the organisers
FirstCar and Road Safety GB are very grateful to our headline sponsor GEM Motoring Assist for its continued support and to Westcotec for sponsoring our pre-drinks reception last night as well as being our silver sponsor today. Also, for the continued support from the RAC Foundation in helping organise and hosting us in such a magnificent venue.
WELCOME
James Evans – today's host
Founder FirstCar
Welcome to Young Driver Focus 2025. It’s great to have you with us for another Young Driver Focus –and whether you’ve been coming for years or this is your first time, you’re in the right place. This event is all about sharing ideas, experiences and research, whilst exploring opportunies for collaboration.
Today, there’s only one thing on the agenda - making journeys safer for one of the most at- risk road user groups: young drivers and their passengers. The programme this year is packed with speakers from a wide mix of sectors and specialisms – and I think you’ll come away feeling
ADDRESSES
Gill Starkie Trustee GEM Road Safety Charity
Gill has worked within road safety for many years and is now a trustee at the GEM Road Safety Charity. They champion road safety initiatives and are committed to improving safety on our roads and for our young drivers and their passengers.
energised by the diversity of perspectives and approaches.
A massive thank you to our headline sponsor GEM Motoring Assist, whose ongoing commitment to safer roads helps make all of this possible. And if you were at last night’s networking event – kindly supported once again by our Silver sponsor Westcotec –I hope you had an an enjoyable evening! There’s so much great work happening across the country –and today is about building on that, learning from each other, and pushing things forward. I hope you have a brilliant day, and I look forward to chatting with as many of you as I can.
Dr Elizabeth Box Research Director RAC Foundation
Elizabeth is an accomplished transport researcher and commissioner with over two decades of experience. She advises several road safety industry and government project boards and has a strong track record influencing national road safety policy outcomes.
An update on the young driver training and testing industry
Loveday Ryder
CEO DVSA
Biography
Loveday Ryder became the Chief Executive of the Driver and Vehicle Standards Agency (DVSA) in January 2021. She was previously in the Ministry of Justice, where she successfully served in a number of senior roles in organisation design, change management and programme delivery. Before joining the Civil Service in 2006, Loveday worked within a specialist management consultancy delivering business change, performance improvement, and IT programmes in both the public and private sector.
Session description
An industry update on young driver training and testing.
THINK! behaviour change campaign
Laura Butterfield
Head of Marketing Department for Transport
Biography
Laura is the Head of Marketing at the Department of Transport, leading on paid-for behaviour change campaigns including
THINK! She has a background in government communications, previously leading campaigns at the Home Office. This includes experience changing behaviours with a youth audience, on complex issues such as knife crime and violence against women and girls.
Session description
A presentation on the latest audience insight and approach for THINK!, the government’s flagship road safety campaign. Highlighting recent successes in the young driver space, and plans for the year ahead
and opportunities for collaboration.
Key take-outs:
An understanding of the young driver audience and current attitudes
How THINK! is approaching behaviour change among young drivers
Campaign innovations and successes
What national activity is planned over the next year
How we can work together in the communications space.
Lesson’s from New Zealand’s graduated licensing journey
Wendy Robertson
National Director
Driving Change Network
Charitable Trust, New Zealand
Biography
Wendy leads the Driving Change Network, advocating for equitable driver licensing in New Zealand. With 25+ years in the not-for-profit sector, she has worked in road safety, youth development, and policy change. A 2025 Winston Churchill Fellow, she is studying global best practices to enhance New Zealand’s licensing system.
Session description
New Zealand’s Graduated Driver Licensing System (GDLS) has improved road safety, reducing injury crashes among 15- to 19-yearolds by 23% in its early years. However, the system remains only partially implemented, and young drivers still face higher fatality rates
than their Australian peers. In a country with limited public transport, driving is vital for employment — yet 30% struggle to navigate the system without support, highlighting equity concerns.
Key take-outs:
GDLS has saved lives, but full implementation is essential to maximise its impact Australia's model demonstrates stronger outcomes and could serve as a benchmark for improvement
Certain groups are disadvantaged under current systems — targeted strategies are needed to ensure equity and access for all.
What is the ICE Hub?
The Immersive Community Education (ICE) Hub is a platform for sharing virtual reality experiences and 360 film for the benefit of road and community safety. Founded by FirstCar and Leicestershire Fire & Rescue Service following their production of the very first road safety VR film in 2015, the ICE Hub has now grown to contain almost two dozen films with a combined total production value of over £750,000.
Virtual reality lends itself perfectly to many safety awareness and education messages, by immersing viewers in a lifelike environment and presenting hazards,
risks and insight that would be too costly, impractical or dangerous to engineer in a live setting. Not only is VR a great media to get messages across, because the technology is relatively new, people are keen to engage with it and enjoy participating using either a headset or handheld device.
ICE Hub members have perpetual access to the whole library of film as it grows. To obtain membership you can either work with us to produce a VR film and contribute it to the Hub or make a financial contribution towards the cost of an existing VR production.
Over 50 members, including:
eCall - In-car tech keeping young drivers safe
Alan Gentle
Solutions Director VESOS Solutions
You can retro fit eCall capability to anything that moves We need to harvest the data in the UK better Tell younger drivers about it. 11.30 -11.50
Biography
Alan is the Director and co-founder of VESOS, the eCall services company. He’s worked in transport technology for way too many years now, in the UK and abroad, on the operational design of incident and traffic management systems. Alan now works with VESOS to improve road safety through eCall.
Session description
Since 2018, eCall has been mandatory on all newly approved cars and vans. If an airbag deploys or an SOS button is pressed, it sends a data packet containing the vehicle's location and other safety data to 999 services. In October 2024, 8,216 eCalls were made in the UK, but few
people know how to use the system or the mine of data it produces. eCall has some specific use cases for younger drivers, like finding lost vehicles and occupants, which could help reduce KSIs. And with clever innovations, it's not just for newer cars and older drivers now.
Key take-outs:
eCall already exists on older cars that younger drivers use eCall helps find lost vehicles and occupants
Vehicle technology – What makes a difference to the safety of new drivers?
Tom Leggett
Vehicle Technology Manager Thatcham Research
Biography
As the Vehicle Technology Manager, I lead a research team that gathers insight and intelligence regarding current and future vehicle technology. This technology could relate to automation, connectivity, safety, repair, electrification and security. Working closely with vehicle manufacturers, technology suppliers and Government, I decipher the meaning of these new technologies to influence and guide Thatcham’s strategic agenda.
Session description
Vehicle safety technology has changed enormously over the past decades, with a primary focus on protecting occupants in the event of a crash. More recently we have seen
automatic emergency braking (AEB) hoping to avoid or mitigate a crash from occurring, and now we are beginning to see driver monitoring aimed at encouraging safer driving. But what can we do to encourage understand and acceptance of this technology for the next generation of drivers taking to our roads? How can we make sure the maximum safety benefits are achieved on the road for new drivers?
Key take-outs:
Current safety technologies that make driving safer
Safe driving, crash avoidance and crash protection
Public adoption and acceptance are key to realise the safety benefits.
VR-based preparation for motorway driving
Professor David Crundall
CTO
Esitu Solutions
Biography
David Crundall is a co-founder of Esitu Solutions Ltd., a spin-out company from Nottingham Trent University with a mission to develop and disseminate digital driver assessment and training tools to all road users. He is also a Professor of Psychology at Nottingham Trent University, where he specialises in Traffic and Transport Psychology. He has won nearly £5 million in research grants and has published over 100 academic papers in the field.
Session description
While learners can legally drive on motorways with instructors, anxiety deters many. Some avoid them entirely, opting for riskier rural routes. To help, Esitu Solutions
created a VR ‘drive-along’ course showing how experienced drivers navigate real motorway challenges like slip roads, HGVs, and tailgating. Based on input from 1,000 drivers, the six-module course and a motorway-specific hazard perception test have been shown to reduce anxiety and boost confidence.
Key take-outs:
Motorway anxiety is common but can be addressed
VR training is immersive and engaging
Reduces anxiety and builds confidence
Differentiates drivers using hazard clips
Help shape the resource’s rollout.
12.30 -12.50
How tech-forward gamification can dramatically improve the mindset and performance of the UK’s Gen Z drivers
Michael Miley
UK Director Safe Roads Challenge
Biography
Michael Miley is UK Director of the gamified road safety app, Safe Roads Challenge, which launched in the UK in Summer 2024. Michael is also the CEO and co-founder of brand communications agency, The Creative Lab, and has worked in the communications industry driving brand growth and inspiring behaviour change in consumers for over 30 years.
Session description
Gamification—using points, rewards, and challenges—has proven effective in behaviour change and is now making waves in road safety, especially among young North American drivers. With the UK’s young driver KSI rates still high,
this session explores how techdriven gamification can positively shape Gen Z driving habits. It will outline the vision, strategy, and rollout plan for the Safe Roads Challenge app—built to educate and engage UK drivers in a fun, effective way.
Key take-outs:
UK’s young driver KSI rates demand innovation
Gamification can shift behaviours It’s engaging—and it works Success depends on scale Influencers are key to uptake.
winning magazine guides
new drivers from prelearner to post-test and
The aim of this magazine is to help mature road users drive safely for longer, but also know when it’s time to hang up their keys.
FirstBike
Helping parents are carers give new drivers the best support to stay safe on the roads, including private practice and buying a first car.
Whether commuting, riding for work or for leisure, this magazine is aimed at older riders on more powerful bikes.
Aimed at first time riders on PTWs, this magazine o ers advice about PPE, post-CBT training, road positioning and other riding skills.
Guide
Information and advice for riders of any age and experience, although very much aimed at the nonenthusiast.
Guiding the way: The role of parents and guardians in young driver safety
Dr Elizabeth Box
Research Director RAC Foundation
Biography
Dr Elizabeth Box is an accomplished transport researcher with over two decades of experience. She has an excellent track record in influencing and contributing to road safety policy outcomes at the national level. Elizabeth has a doctorate in Transport Psychology and is experienced in developing, delivering and evaluating road safety interventions.
Session description
This session explores the crucial role parents and guardians play in shaping young driver behaviour. Dr. Elizabeth Box draws on research and international best practice to show how positive parental involvement leads to safer
outcomes. She will present evidencebased strategies, practical examples, and highlight common behaviours that may unintentionally hinder progress. The session concludes with a panel discussion on maximising parental influence in improving road safety.
Key take-outs:
How parental involvement affects young driver behaviour
Evidence-based strategies for supporting safe driving
Successful international examples
Unintentional negative impacts and how to avoid them
A practical framework for encouraging responsibility.
-15.35 Panel discussion
Kerry Doyle Senior Education Officer
Surrey Fire and Rescue Service
Professor David Crundall
CTO Esitu Solutions
Tony Crook Road Safety Manager
Lancashire County Council
Dr Michelle Doumen
Senior Researcher
SWOV – Institute for Road Safety Research
Biographies
Kerry Doyle leads on Young Driver Road Safety at Surrey Fire & Rescue and applies an evidence-based approach to education. She recently received the Fleur Lombard Bursary to explore international best practice with Fire and Rescue New South Wales.
Professor David Crundall is co-founder of Esitu Solutions and Professor of Psychology at Nottingham Trent University. He specialises in traffic psychology, combining academic insight with practical innovation in digital driver assessment and training tools.
Tony Crook chairs the Lancashire Road Safety Partnership Delivery Group and is a Tyresafe Trustee. With a fire service background, he previously led Road Safety for the National Fire Chiefs Council, bringing extensive public sector experience.
Dr. Michelle Doumen is a senior researcher at SWOV, the Dutch Road Safety Research Institute. With a PhD in depth perception, her work focuses on novice drivers, driver education, older cyclists, and in-depth crash research.
15.35 -15.55
Driving change: Lessons from public health to keep young drivers safe
Paul Steinberg
Director of Communications and Engagement
The Road Safety Trust
Biography
Paul joined The Road Safety Trust in July 2024. He has a background in journalism, health promotion, and social marketing, and he initially trained at the BBC. He spent over a decade working in public health communications in the NHS and local government, including leading the awardwinning London HIV Prevention Programme.
Session description
In this closing session, Paul Steinberg will draw on his experience of working in HIV prevention and sexual health promotion to explore how the principles of ‘combination prevention’ might transform our
approach to young driver safety (as well as road safety more broadly). Paul will share some of the highs and lows of leading a programme designed to reach hard-to-engage audiences and suggest transferable insights for our sector as he approaches his first anniversary at The Road Safety Trust.
Key take-outs: The power of combination prevention
Targeted social marketing
Collaboration for impact
Learning from public health successes
Inspiration for action.
HEADLINE SPONSOR EXHIBITOR SHOWCASE
FirstCar prides itself on being a leader in road safety education, having provided resources to local authorities and emergency services for over 20 years. It is most famous for providing magazines aimed at vulnerable road users such as novice drivers, motorcyclists, older drivers, and cyclists, as well as running events such as Young Driver Focus.
Contact: James Evans
T: 07800 130 8853
E: james@firstcar.co.uk
W: firstcarmedia.co.uk
GEM Motoring Assist is a UK-based members’ motoring and road safety organisation. Since 1932, our mission has been to keep people safe on the roads. For over 40 years, we’ve also been a trusted, independent breakdown recovery provider. Road safety remains central to our work, and we proudly support projects across the UK with that shared goal. We're also a leading partner of Blue Light Aware, a resource helping road users understand how to assist emergency vehicles during ‘blue light’ journeys. Watching these short videos can help reduce risks, improve awareness, and potentially even save a life.
Contact: James Luckhurst
T: 07770 608 153
E: press@motoringassist.com
W: motoringassist.com
Aisin, a $30 billion Tier-1 automotive supplier and mobility innovator, presents RoadTrace™ — a groundbreaking solution using connected vehicle data and AI to improve road safety. Backed by an ITS Global-approved white paper and a UK Department for Transport award, RoadTrace™ helps reduce KSIs and drive transport innovation.
Contact: Wesley Bateson
T: 0776 6826 581
E: wesley.bateson@aisin-europe.com
W: roadtrace.eu
Slater and Gordon is a trusted and reputable law firm. We are more than lawyers; we are your support network in navigating the legal system. With a team of highly skilled and experienced lawyers, paralegals, medical experts, and support staff, we provide comprehensive legal services across a range of practice areas.
Contact: Jamie McDonnell
T: 0330 995 5337
E: jamie.mcdonnell@slatergordon.uk
W: slatergordon.co.uk
The Under 17 Car Club and The Pathfinder Initiative are concerned with the development of thinking young drivers. Participants in the schemes are provided with a structured grounding and monitored advancement of their driving skills and behavioral and attitudinal development to enable them to make safe decisions.
Contact: Dr John Beckford
T: 07785 360 249
E: john@under17driver.co.uk
W: under17-carclub.co.uk & under17driver.co.uk
TMS provides practical solutions to improve road safety by offering road safety audits, training courses and a variety of other road safety services. Our key driving principle is to deliver services that make roads safer for everyone and we are proud of our reputation as experts in our field.
Contact: Jess Waldron
T: 02476 690 900
E: info@tmsconsultancy.co.uk
W: tmsconsultancy.co.uk
Westcotecandthe FutureofSpeedWatch
AutomaticSpeedWatchCamera (ASWC)specificallydesignedforthe automationoftraditionalSpeedWatch sessionscarriedoutbyvolunteerswithin thecommunity.
TheASWCdesignedandmanufactured byWestcotecinNorfolk,isaMadein Britainaccreditedunitthatisportable batterypoweredandtripodmountedto allowforrapiddeploymentand relocation.
Thedeviceitselfincludinglicensefree softwarewasdesignedincollaboration withPoliceforcesacrosstheUKto ensureitsusabilityandsuitability.
Oncedeployed,asimplesetupprocessusingaWindows
Oncedeployed,asimplesetupprocessusingaWindows laptopallowsforfastrecordingofoverspeedvehicles registrationdetails,togetherwithdate×tamp, speed,andbyusingaDVLAplugin,themake,modeland colouroftheoffendingvehicle.
WestcotecarepleasedtobeworkingalongsidePolice Forces,SpeedWatchGroupsandParishCouncilstosupply thisequipmentwiththeaimtoreducevehiclespeedsand ultimatelythechanceoffatalitiesduetospeedingonthe roadnetwork.
SILVER SPONSOR
For more than two decades, Westcotec has grown to become one of the industry leaders in vehicle activated signs and other related technologies. Within the last few years Westcotec has transitioned into being an employee-owned company. Westcotec are fully UK based with their factory and support functions all at their Norfolk home. Westcotec deliver a high level of post-sale support that has led to the development of long-term relationships with both public and private sector customers.
Contact: Olly Samways
T: 01362 853 124
E: sales@westcotec.co.uk
W: westcotec.co.uk
Young Driver is an organisation dedicated to teaching safe driving skills to individuals, especially younger learners. It provides pre-license driving lessons in controlled environments, focusing on road safety, awareness, and confidence behind the wheel. By promoting early learning, Young Driver aims to reduce collisions and create responsible, skilled drivers for the future.
Contact: Adrian Harding
T: 07552 184 421
E: adrian@youngdriverfoundation. com
W: youngdriver.eu
Grayson Jessica
South Yorkshire Fire & Rescue
Griffin Terence Tyne & Wear Fire & Rescue Service
Grover Chris
Suffolk County Council
Hall Deborah Lancashire County Council
Hallewell Madeline DVSA
Harding Adrian Young Driver Foundation
Hardman Steve
Harris Nicky
Slater and Gordon
The Driving Academy
Hartley Amy RED Driver Training
Helman Shaun TRL
Hill Amelia TMS Consultancy
Hiscox Alan British Horse Society
Hornby Amanda National Highways
Hutt Kasia
Huxley Craig
Royal Berkshire Fire & Rescue Service
South Yorkshire Fire & Rescue
Hyland Matthew Bedfordshire Fire & Rescue Service
Jacobs Holly Suffolk County Council
Johnson Liz Buckinghamshire Council
Jones Hannah Surrey RoadSafe
Jones Russell Driving Instructor
Jones Simon FirstCar
Lane Amanda DVSA
Lee Steve
Royal Berkshire Fire & Rescue
Leeds Rhiannon Safer Roads Greater Manchester
Leggett Tom Thatcham Research
Leonard Imogen
Royal Borough of Windsor & Maidenhead
Lloyd-Adams Keanan FirstCar
Lochrie Stewart ADINJC
Lovatt Stuart TyreSafe
Luckhurst James GEM Motoring Assist
Lyes Nick IAM Roadsmart
Marroncelli Sam Cambridgeshire County Council
McDonnell Jamie
Slater and Gordon
Meadowcroft Adam Stockport Council
Miley Michael Safe Roads Challenge
Millard Keith
Kier Transportation
Monk Kate Driven To Improve
Moore Stacey Bedfordshire Fire & Rescue Service
Mulingani Ian Young Driver Foundation
Ozkan Ozgun Agilysis
Page Dylan Kier Transportation
Palmer Malcolm GEM Motoring Assist
Parkinson Lianne DVSA
Paterson Colin RED Driver Training
Payne Des
The British Horse Society
Poole Adam Driving Instructor
Priest Andrew Devon & Somerset Fire & Rescue
Priest Annabelle Devon & Somerset Fire & Rescue
Purdie Ruth Road Safety Trust
Qadir Tanya Road Safety Trust
Robertson Wendy Driving Change Network Charitable Trust
Robins Allan Hull City Council
Rogers Renee ONO
Russell Andre Warwickshire County Council
Russell Darren DVSA
Ryder Loveday Driver & Vehicle Standards Agency
Samways Olly Westcotec
Saunders Martin MIB (Motor Insurers’ Bureau)
Saunders Neil FirstCar
Savory Laura Avon Fire & Rescue Service
Schofield Sarah Tyne & Wear Fire & Rescue Service
Scott Steve Lancashire Police
Silverwood Paul The Under 17 Car Club
Smalley Michael Somerset County Council
Smith Lorna Kent County Council
Soanes Amanda Norfolk County Council
Southall Anna West Mercia Police
Spence Michael Surrey Fire & Rescue Service
Spinks Chris Westcotec
Stacey Scott Surrey RoadSafe
Starkie Gill GEM Motoring Assist
Steinberg Paul Road Safety Trust
Stewart Colin DVSA
Stoner Claire Kent County Council
Storrs Gina FirstCar
Storrs Richard FirstCar
Suttenwood Glen TTC
Tate Peter Durham Constabulary
Tayler Olly FirstCar
Taylor Nick DVSA
Thomas Steven Tyne and Wear Fire & Rescue Service
Todd Michael Durham Constabulary
Tracey Emma Kent County Council
Trotter Andy MIB (Motor Insurers’ Bureau)
Tugwell-Smith Emma Sussex Safer Roads Partnership
Turner Simon Driving for Better Business
Tyler Angela The ELY Memorial Fund
Vaughan David South West Fire & Rescue
Victory Clair South Yorkshire Fire & Rescue
Waldron Jess
TMS Consultancy
Walsh Tim Devon & Cornwall Police Force & Dorset Police Force
Ward Laura
Watson Iain
GEM Motoring Assist
Suffolk County Council
Weekley Jill TRL
Williams Raymond Slater and Gordon
Winn Mark DVSA
Wood Diana The ELY Memorial Fund
Woodward Richard Cheshire Constabulary
WE ARE PLEASED TO BE HEADLINE SPONSORS OF THE YOUNG DRIVER FOCUS 2025
Alongside award-winning breakdown cover, road safety is at the forefront of what we represent and helping young drivers to stay safer on the roads is no exception.
24/7 home and roadside breakdown assistance, nationwide recovery and onward travel
Value for money
Personal breakdown cover
Award-winning and highly recommended
Unlimited callouts, plus we cover driver illness, punctures, flat batteries and running out of fuel/charge
GEM club membership exclusive quarterly magazine, car reviews, technical advice, competitions and member offers
