YOUNG DRIVER FOCUS 2025 REPORT
Signposting the way to safer roads
◆ Expert advice
◆ Sharing best practice
◆ International perspectives
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
WELCOME
Gill Starkie
Trustee, GEM Motoring Assist
I am delighted to welcome you to the Young Driver Focus 2025 report, offering an opportunity to look back and reflect on another truly memorable event at an iconic location. Congratulations to the organisers for bringing together so many committed and enthusiastic people for a day of understanding the research, identifying opportunities and sharing good practice.
Young Driver Focus is now in its 10th year, and in my opinion the innovation and collaboration are every bit as strong and worthwhile. I left the event feeling inspired by what I heard – and I hope you felt the same. Not only did we have the chance to consider the latest research, but we also heard some real-life applications of great ideas – demonstrating the great value the event continues to bring. Of course, a key part of the day is the time we get to catch up with old friends and colleagues – and to forge new professional relationships as well.
GEM Motoring Assist was once again delighted to sponsor this event. As a road safety and breakdown organisation, we support any initiative that can make the roads safer for young drivers. We have a proud history of working with partners to support innovative schemes and initiatives that can improve safety for young drivers.
The GEM Road Safety Charity was established in 1985 to help promote road safety and to reduce the number of people killed or seriously injured on the UK’s roads.
Organised by
This remains at the heart of everything we do and our work in supporting worthwhile projects and initiatives across the UK serves this purpose.
The GEM Road Safety Charity has approved five applications worth a total of £33,500 in its most recent funding round. Grants have gone to the Devon Air Ambulance, Gloucestershire Older Persons Association and the Queen Elizabeth Foundation, as well as to two FirstCar projects. We are pleased to congratulate these five successful applicants. Out of 17 exceptional proposals, these projects stood out for their innovative approaches to enhancing road safety.
We look forward to seeing the results these projects will deliver, and we look forward to the opening of a new funding round later in the year.
In association with Supported by
INDUSTRY UPDATE
LOVEDAY RYDER CEO, DVSA
LESSONS FROM NEW ZEALAND’S GRADUATED LICENSING JOURNEY
WENDY ROBERTSON, National Director, Driving Change Network, New Zealand
THINK! BEHAVIOUR CHANGE CAMPAIGN LAURA BUTTERFIELD, Head of Marketing, Department for Transport
ENGAGING YOUNGER PEOPLE IN ROAD SAFETY
NICHOLAS LYES, Policy and Standards Director, IAM Roadsmart
PAGE 6 PAGE 10 PAGE 12
ECALL–IN-CAR TECH KEEPING YOUNG DRIVERS SAFE
ALAN GENTLE, Solutions Director, Vesos Solutions
VEHICLE TECH – WHAT MAKES A DIFFERENCE TO NEW DRIVER SAFETY?
TOM LEGGETT, Vehicle Technology Manager, Thatcham Research
14 PAGE 18 PAGE 20
YOUNG DRIVER FOCUS 2025 IN PICTURES
VR TRAINING FOR ANXIOUS MOTORWAY DRIVERS
PROFESSOR
DAVID CRUNDALL, CTO, Esitu Solutions
PAGE 24
SUPPORTING YOUNG DRIVERS IN UNDERSTANDING INSURANCE
MARTIN SAUNDERS, Head of Uninsured Driving Prevention, Motor Insurers’ Bureau HOW GAMIFICATION CAN IMPROVE THE PERFORMANCE OF GEN-Z DRIVERS
MICHAEL MILEY, UK Director, Safe Roads Challenge
26 PAGE 32
HOW TO IMPLEMENT HIGHER ORDER SKILLS IN DUTCH DRIVER EDUCATION
DR MICHELLE DOUMEN, Senior Researcher, SWOV
GUIDING THE WAY: THE ROLE OF PARENTS AND GUARDIANS
DR ELIZABETH BOX, Research Director, RAC Foundation
DRIVING CHANGE: LESSONS FROM PUBLIC HEALTH
PAUL STEINBERG, Director of Communications and Engagement, The Road Safety Trust
INDUSTRY UPDATE
LOVEDAY RYDER, CEO, DVSA
BRIEFING NOTES
❍ Demand for driving tests up by around 20% in a year
❍ There’s a risk that learners are rushing to be tested before they are ready
❍ Cross-agency collaboration is needed to combat this risk
❍ The “Ready to Pass” campaign is shifting the perspective of learners
❍ DVSA is open to partnerships and encourages stakeholders to use resources such as the “Safe Driving for Life” website
Loveday Ryder began her presentation by expressing pleasure in reconnecting with like-minded road safety professionals, emphasising ongoing efforts to support young drivers and reduce driving test wait times. She highlighted that demand for driving tests has surged by approximately 20% over the past year, reaching unprecedented levels, which has led to longer wait times for learners. This surge has prompted work both within the organisation and through collaboration with the government and Department for Transport (DfT) to tackle high driving test waiting times. Measures include implementing a seven-point plan and launching consultations to refine booking systems and making the system fairer for all.
Changing booking behaviours
A significant focus is on
evolving learner behaviours. Some 40% of learners now take the theory test before practical lessons, primarily motivated by the desire to understand the rules before formal driving lessons begin. Such behaviours raise safety concerns, as learners who skip practical lessons tend to have higher failure rates – they are 19% more likely to fail the multiple-choice theory section and 27% more likely to fail the practical test on their first attempt. These practices may be driven by attempts to reduce costs or to have tests scheduled early, but they risk inadequate preparation and unsafe driving habits.
Addressing behavioural and safety risks
Road safety depends on promoting learning approaches aligned with safe practices. The DVSA aims to work with stakeholders, including the driver training industry and families, to
educate about the importance of comprehensive learning before testing and discouraging premature test bookings. There is recognition that long waiting times can push learners toward illegal driving – for example, driving without valid licences – highlighting the need for cross-agency collaboration, including police and local authorities.
Enhancing stakeholder collaboration
Loveday Ryder went on to underscore the importance of partnerships. The DVSA has already engaged with influential training organisations and trade associations through dedicated forums focused on training standards, testing processes, and shared safety goals. Future efforts include reviewing driving instructor qualifications, improving learner guidance, and expanding support resources
for instructors, including managing exam nerves and anxiety among learners.
Supporting young drivers
The presentation detailed ongoing efforts to support young drivers via the “Safe Driving for Life” e-learning tools and website, emphasising its reach. Some 90% of recent learners spent significant hours studying online, often re-learning content to pass tests.
The campaign “Ready to Pass” aims to shift attitudes, highlighting that a majority of learners (over 85%) now believe they should only be tested when deemed ready by instructors. The campaign’s influence is measurable, with increased awareness (from 33.5% to nearly 46%) and behavioural shifts, such as more frequent use of driver logs, adherence to guidance, and reading the Highway Code.
Future plans and campaign expansion
Plans include broadening awareness and engagement, working with DVLA and DfT campaigns like "THINK!" and enhancing resources for driving instructors to incorporate new coaching tools. Special attention is given to nerves and anxiety management, with the development of additional tools to help instructor-pupil
interactions. This is important as a significant portion of learners report stress related to waiting times for retests.
Innovative safety measures: rural road trial
A trial was launched in May at 20 test centres, aiming to improve novice driver safety on rural, high-risk roads. Some 48% of young driver casualties take place on rural routes. Changes include reducing mandatory
Driving test waiting times are too long. In December, we published our sevenpoint plan to help reduce them.
LOVEDAY RYDER, CEO, DVSA CONT...
stops during tests to allow more time on higher speed roads, decreasing the frequency of emergency stops in tests, and extending the independent driving segment using sat-nav to the full test duration. These modifications intend to mirror real-world driving conditions more accurately and provide examiners with a better assessment of a learner’s ability to handle challenging environments.
Behavioural insights and the safety of new drivers
A trial involving behavioural insights used text messaging to influence newly qualified drivers in East Sussex, targeting behaviours such as speeding and
We want to collaborate better with the driver
training industry.
We know we can't do this work
alone.
overconfidence. Conducted from February 2024 to March 2025, the initiative aims to mitigate factors contributing to serious collisions. Results are pending, but the approach reflects a broader strategy to influence individual driver behaviours through targeted messaging.
Enhancing stakeholder engagement and future direction
The DVSA is developing guidance for stakeholder collaboration, aiming for a clear framework for engagement and better sharing of best practices. Plans include establishing a Car Advisory Group comprising organisations from road safety, insurance, and vehicle tech sectors to foster innovation and joint
initiatives. The DVSA encourages partners to explore synergies, share campaign materials, and collaborate on extending reach.
Conclusion and call to action
Loveday Ryder's presentation concluded with a call for ongoing partnership, emphasising the importance of sustained efforts to young drivers' education, safety campaigns, and testing innovations. Ryder encouraged stakeholders to contact the external affairs team or engage directly with resources such as the “Ready to Pass” campaign toolkit and the “Safe Driving for Life” platform to contribute to improved road safety outcomes. ◆
THINK! BEHAVIOUR CHANGE CAMPAIGN
LAURA BUTTERFIELD, HEAD OF MARKETING, DEPARTMENT FOR TRANSPORT
BRIEFING NOTES
❍ 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 to work with THINK! in the communications space
Laura Butterfield provided an in-depth overview of the ongoing THINK! behaviour change campaign aimed at improving road safety, especially among young male drivers.
The THINK! campaign
THINK! has evolved over several years. Initially aimed at the general public, over time, the campaign has narrowed its focus to vulnerable groups, primarily young male drivers aged 17 to 24. This demographic exhibits higher fatality rates and collision risks. The campaign also concentrates messaging in deprived
areas, where risk factors are more pronounced. Despite the narrowing of target audiences, public trust in the THINK! brand remains high, at 80% across the general population and similarly among young men.
Risk behaviours and perceptions
Research shows that young male drivers often underestimate the dangers associated with risky driving behaviours such as speeding and not wearing seatbelts. This overconfidence and optimism bias leads to risk-taking, with statistics showing one in five young drivers are involved in a
collision within their first year of driving.
Underlying attitudes
The campaign’s approach is rooted in behavioural science, aiming to confront specific barriers:
❍ Perception of control: Many young men believe they can manage risks effectively.
❍ Social and peer influences: They have a code of their own driving laws and often follow peer logic rather than official regulations.
❍ Concern for friends: Caring about friends is a major motivation, and injuring a mate is a significant concern.
However, this concern does not always translate into safer driving choices, necessitating messages that elevate awareness of personal consequences.
Strategies for change
To shift attitudes, the campaign emphasises:
❍ Piercing overconfidence: Highlighting real consequences such as losing their driving licence, affecting work, social life, and safety.
❍ Regret aversion: Making the repercussions of risky driving more salient to evoke a sense of what they could lose.
❍ Role of mates: Transitioning from peer intervention (mates matter) to fostering a broader understanding that risky driving impacts everyone in the social circle.
Approaches and issues
❍ Prioritised issues:
Over the years we have tightened our focus on those most at risk and have prioritised young male drivers aged
17 to 24.
Speeding and drink driving are main areas, in addition to scoping a campaign on drug driving.
❍ High-risk times and locations: Rural roads, weekends, evenings, and nights are focal points.
❍ Media channels: The campaign utilises social media, online videos, podcasts, digital radio, posters in clubs, bars, and transport hubs to influence behaviour both pre- and during driving moments.
Recent
achievements
1. Drink driving campaign (December): This ran over six weeks, aligned with police enforcement periods and peak risk times. Creative materials included eye-catching posters and messages like “Drink a little, risk a lot,” emphasising abstaining from alcohol to ensure safety. Partnerships expanded reach, resulting in awareness levels 28% above benchmarks and positive attitude shifts, including an 8% uptick in abstaining from drinking alcohol before driving.
2. Speeding campaign (January-March): This campaign featured across cinema, social media, and TikTok, including a notable mini-game and dynamic weather-tailored audio ads, leveraging well-known
voices for authenticity. The TikTok campaign achieved engagement rates over double expectations, with content featuring humour that transitioned into serious road safety messages.
Key learnings
❍ The importance of engaging with relatable influencers and trusted voices.
❍ Recognizing TikTok’s potential for reaching young audiences.
❍ Continuing to develop innovative, platformspecific campaigns, leveraging social media trends and gamification.
❍ Plans to refresh campaigns with new creative and messaging approaches, with particular attention to peer influence and social consequences.
Next steps
❍ Future campaigns will align with police enforcement peaks.
❍ Development of fresh speeding campaigns.
❍ Exploring campaign activity on drug driving, informed by recent research.
❍ Aligning communications activity to the new road safety strategy, which will be the first in over a decade. ◆
ENGAGING YOUNGER PEOPLE IN ROAD SAFETY NICHOLAS
CLICK HERE for the full presentation...
LYES, POLICY AND STANDARDS DIRECTOR, IAM ROADSMART
In his presentation, Nicholas Lyes emphasised a shared concern among all attendees: the disproportionately high number of young driver fatalities on the roads. He focused on recent research by IAM RoadSmart to understand the motivations and behaviours of young drivers. The goal is to identify effective strategies to reduce these alarming statistics.
About IAM RoadSmart
IAM RoadSmart is a prominent UK-based charity dedicated to improving road safety through driver education and behaviour change. In 2024, the organisation delivered approximately 1,800
BRIEFING NOTES
❍ What the main issues are with younger drivers
❍ How insurance costs are causing problems
❍ Where younger drivers sit in terms of criminality
advanced driver courses and nearly 1,900 rider courses across a network of 3,200 volunteers. IAM RoadSmart also partners with Approved Driving Instructors (ADIs) to carry out assessments for both mature and young drivers.
The disproportionate risks faced by young drivers
Young drivers are involved in a significantly higher proportion of serious and fatal collisions relative to their numbers. While they make up only around 5% of licensed drivers, they account for nearly a third of dangerous driving endorsements. These statistics underscore the elevated risk of reckless behaviours such as
(insurance and dangerous driving)
❍ Are young people engaged with practical solutions?
❍ How to engage in practical learning terms for younger drivers
speeding and mobile phone use among young people. Speeding, drug impairment, and mobile phone distractions are identified as critical risk factors. Interestingly, alcohol-related incidents appear to be decreasing among young drivers –possibly due to changing social habits – yet risk behaviours remain high.
Perceptions and concerns of young drivers
Research conducted with approximately 1,000 young individuals aged 18-26 reveals their primary worries when they first start driving. The most significant concern is the cost of insurance, reflecting the financial burden associated
with learning to drive. Other prominent worries include driving in adverse weather conditions which are not always adequately addressed through driver education.
Additional concerns encompass confidence on motorways, handling emergencies, vehicle maintenance costs, getting lost, and dealing with heavy traffic – pointing to both skill gaps and financial anxieties. The high costs associated with buying and running a vehicle are estimated to leave young drivers and their families around £10,000 worse off in their first year of driving.
Habits and behaviours of young drivers
Further exploration of young drivers’ habits uncovers risky behaviours. Eating while driving emerges as the most
I think we have got to recognise that mobility is a huge issue for younger people - it's about how they can get the opportunities they want.
common activity, which, while not illegal in itself, can lead to distraction and compromised safety. Driving while tired is also prevalent. Mobile phone use remains a significant issue, with about 15-16% admitting to handheld phone use while driving. Speeding is another critical concern: data indicates that some young drivers have achieved speeds exceeding 90mph, with 10% admitting to travelling over 100mph on at least one occasion.
Passenger influence on young drivers’ behaviour
The presence of passengers, predominantly friends, heavily influences young drivers’ behaviour. Research shows that passengers can have both protective and risky effects: over half of respondents reported driving more cautiously when friends are present, but roughly a quarter admitted that passengers decrease their focus on the road, leading to faster driving and risk-taking manoeuvres.
Dangerous driving endorsements and trends
Recent data from the DVLA reveals that dangerous driving endorsements (DD40s) have increased notably since 2021 among
drivers aged 17-24. Despite representing a small percentage of total licence holders, this age group accounts for about one-third of such endorsements. This trend indicates a worsening pattern of unsafe driving.
Insurance costs and barriers to safe driving
Insurance premiums stand out as a major obstacle for young drivers, influencing their motivation to pursue additional training.
Although premiums have decreased slightly from their peaks during 2023 and 2024, they remain high and discourage many from engaging in advanced driver training.
Graduated driver licencing
Lyes touched upon graduated driver licensing (GDL) and suggested that it could play a role in improving young driver safety. He concluded by posing questions about the potential benefits of GDL, such as whether structured stages of learning could help develop safer driving habits.
The argument in favour of GDL is that it provides a systematic and gradual approach, thereby reducing risky behaviours and increasing competence before young drivers obtain their full licence. ◆
LESSONS FROM NEW ZEALAND’S GRADUATED LICENSING JOURNEY
WENDY ROBERTSON, NATIONAL DIRECTOR, DRIVING CHANGE NETWORK, NEW ZEALAND
BRIEFING NOTES
❍ GDL has saved lives, but full implementation is essential to maximise its impact
❍ Australia’s model demonstrates stronger outcomes than New Zealand's and could serve as a benchmark for improvement
❍ Certain groups are disadvantaged under current systems – targeted strategies are necessary to ensure equity and access for all
Wendy Robertson highlighted shared concerns about road safety, particularly the high rates of young driver fatalities. She indicated that many of the challenges faced in New Zealand mirror those in the UK.
New Zealand’s GDL system
The New Zealand’s GDL system, established in 1987, was the world’s first structured, phased approach to driver licensing.
IT COMPRISES THREE STAGES:
❍ Learner licence:
Available from age 16, requiring knowledge of the road code and passing a theory test. Learners must
be accompanied by a fully licensed supervising driver for at least six months.
❍ Restricted licence: After passing a practical test, drivers can operate solo but face restrictions including passenger limitations and curfews. This stage lasts at least 18 months, or 12 months if the driver completes an advanced driving course.
❍ Full licence: When the exit test is passed, unrestricted driving is permitted. Restrictions are slightly eased for drivers over 25.
Historical impact and effectiveness of the system
Robertson noted that since its inception, New Zealand’s
phased approach has contributed to significant improvements:
❍ A 23% reduction in serious crashes among 15-19-year-olds.
❍ A decline in death rates from 0.48 per thousand in 1987 to 0.23 in 2001, translating to hundreds of fewer crashes and fatalities.
While these early gains demonstrated the value of structured progression, she emphasised that progress has stagnated. Recent data shows that fatalities among young drivers remain high relative to neighbours, such as Australia.
Evolving critiques
In 2011, New Zealand made minor adjustments,
including raising the initial licensing age from 15 to 16 and strengthening restricted-licence testing. However, other vital reforms – such as mandatory driver education, hazard perception testing, or extensive on-road practice – are missing from the current system.
Notably, the government recently announced plans to remove the exit test, which Robertson believes is a mistake because no comprehensive alternative in education or training has been proposed to replace it.
International
approaches
Robertson contrasted New Zealand’s system with Australia’s, noting:
❍ Australia’s system includes logbook requirements, mandating supervised on-road practice.
❍ Hazard perception testing in Australia typically occurs before the restricted phase, adding an extra safety net.
❍ Driver education in Australia is more structured, with formal requirements that are absent in New Zealand.
❍ She argues that New Zealand’s system could benefit from integrating more education controls, such as logbooks, hazard perception, and broader training.
International ratings
Robertson presented international data:
❍ New Zealand’s overall road death rates are significantly higher than those of the UK and Australia.
❍ Among youth, the fatality rates are similarly elevated.
❍ Despite being a leader in early GDL innovation, New Zealand’s safety outcomes reinforce the need for system evolution.
Economic and social access
The safety benefits of GDL must be understood in their economic context:
❍ About 30% of young people struggle to progress through the licensing system due to barriers such as high costs.
❍ Expenses include licensing tests, vehicle access, insurance, and driving lessons, which are difficult for low-income families to afford.
❍ For many, a driver’s licence is more than an independence symbol; it’s essential for employment, education, healthcare, and daily life, particularly in rural areas.
Barriers
and inequities
She underscored that these barriers disproportionately affect Māori and Pacific Island communities and
My message to you is that, while the graduated driver licensing system is great, ours could be better. There is still work to be done.
rural populations:
❍ Many cannot afford lessons or transport to testing centres.
❍ Complex residency and identification requirements further hinder licensing.
❍ Without access to a licence, employment opportunities become limited, impacting economic participation.
The need for support and community engagement
Robertson suggested New Zealand's GDL system should address barriers:
❍ Implement communitybased programmes to aid those facing high costs.
❍ Develop targeted initiatives to support disadvantaged groups in achieving their driving licence.
❍ Recognise the importance of making licensing an accessible pathway 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:
Mature driver education
Working alongside the Older Driver Forum, this collaboratively funded film was designed to provide members with an intervention for mature drivers. Focusing on issues such as reduced physical mobility, impaired vision, hazard perception and the ability to judge speed, virtual reality provided the perfect medium to prompt discussion. Independent evaluation has since shown statistically significant results against all the objectives, proving that VR shouldn’t just be considered a medium for the young.
Cycling UK Too Close for Comfort
This short film was produced for cyclists and drivers, to demonstrate both unsafe and safe overtaking manoeuvres. Shot from a combination of cyclist and driver perspectives, we can feel the vulnerability of the cyclist and understand from the in-car view, what a safe overtake looks like. This film carries the theme of sharing the road and is narrated with actionable tips by both the driver and cyclist. It is non-preachy and to the point.
FirstCar Awards 2019Partnership Scheme Winner
ECALL – IN-CAR TECH KEEPING YOUNG DRIVERS SAFE ALAN GENTLE, SOLUTIONS
DIRECTOR, VESOS SOLUTIONS
BRIEFING NOTES
❍ eCall already exists in cars that young drivers use
❍ eCall helps find lost vehicles and occupants
❍ You can retrofit e-Call capability to anything that moves
❍ We need to use the data better in the UK
❍ Young drivers need to know more about the benefits of eCall
Alan Gentle began his presentation with a quick poll, gauging familiarity with the SOS and eCall functions. He noted that many attendees have inadvertently activated SOS buttons – highlighting the importance of understanding how these systems work. He went on to explain what eCall is, the technology’s current market penetration, and its potential to improve road safety and emergency response.
Background of Alan Gentle and VESOS Solutions
Gentle introduced himself as a director and co-founder of VESOS, a company specialising in eCall data. With extensive experience in transport, emergency
services, and vehicle safety – including a stint with police training – Gentle’s focus at VESOS is on improving safety technology.
VESOS has as a small but dedicated team of four, passionate about connecting vehicle data, safety, and emergency response. Gentle emphasised that eCall (Emergency Call) is an EU standard. This specialised system the only one of its kind to be mandated on new cars within the EU for safety and accident response.
What is eCall and why is it important?
eCall is an emergency system installed in vehicles that functions similarly to a medical alert pendant but for cars. It comprises a device
with a speaker, microphone, and SIM card that remains dormant until activated –either manually via a red SOS button or automatically in response to a collision. Introduced as a European standard in 2018, eCall has become common in new vehicles. Looking ahead, within a few years about 90-95% of vehicles will have eCall, with an activation happening every five minutes in the UK – although most are false alarms.
How does eCall work?
The core of eCall’s functionality lies in its ability to detect collisions via sensors such as airbags deploying or sudden deceleration. When activated, eCall makes an
emergency call to the UK’s 999 system, using any available network – crucial if the driver’s mobile phone is dead or network coverage is poor. The system then transmits data, including:
❍ Vehicle identification number (VIN)
❍ GPS location
❍ Last known positions to determine direction
❍ Fuel type
❍ Whether the eCall acivation is automatic or manual
This data is sent with lightning speed – often within two or three seconds of the eCall being answered – enabling emergency responders to locate and assist the vehicle efficiently. The call is then routed through the appropriate emergency services, with the police being the primary recipient 95% of the time. The data sent not only helps locate the vehicle but also provides critical information.
The difference between eCall interfaces
The system has two different "flavours":
❍ Public 999 eCall: For non-premium vehicles, pressing the SOS button directly connects the user to the 999 emergency service. This is a straightforward process, and it has been fully functional across all
vehicles since 2018.
❍ Vehicle manufacturer
eCall: In premium or subscriber service vehicles, pressing the SOS typically contacts a dedicated vehicle manufacturer’s call centre. This centre has access to extensive telematic data and can then decide whether to connect to emergency services. However, this method introduces extra steps, and in some cases, data may be relayed by call centre staff, which can slow response times.
Real-world uses
When activated, the system makes a 999 call and transmits crucial data within the first few seconds. The speaker and microphone allow the driver to communicate with emergency responders. The automatic function alerts the emergency services even if the car’s occupants are unconscious or incapacitated – potentially saving lives.
The system is used in various scenarios beyond severe crashes, such as:
❍ Vehicles that crash in hidden places such as undergrowth in roundabouts
❍ Sudden vehicle rollovers, such as dropping into a ravine
❍ Rural or remote areas
with poor mobile coverage
❍ Incidents where individuals cannot speak
The ability of eCall to locate vehicles deep in rural or hard-to-reach areas is a significant benefit, potentially saving lives and reducing trauma.
Privacy concerns
When eCall is activated, it transmits specific data:
❍ Vehicle VIN
❍ GPS coordinates
❍ Possibly previous locations for context
❍ Vehicle type and other technical info
However, eCall does not track individuals; it remains dormant until triggered by a collision or a manual SOS. Data usage falls under emergency protocols and GDPR guidelines, with details only accessible for a limited time (generally within 30 minutes of activation). ◆
Not only does eCall phone the emergency services, as soon
as that
call is answered it also sends valuable data.
VEHICLE TECH – WHAT MAKES A DIFFERENCE TO NEW DRIVER SAFETY?
TOM LEGGETT, VEHICLE TECHNOLOGY MANAGER, THATCHAM RESEARCH
BRIEFING NOTES
❍ 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
Tom Leggett began by explaining that Thatcham Research is funded by the UK motor insurance industry, and focuses on automotive risk intelligence. This includes safety, security and sustainable repair of vehicles. Leggett emphasised Thatcham’s technical expertise and the organisation’s role in looking ahead at emerging vehicle technologies. Thatcham considers how these impact both insurers and road safety. Leggett expressed enthusiasm for recent discussions about eCall (Emergency Call) systems and highlighted how this technology has evolved.
Emerging technology
Thatcham Research examines how advancements in automotive technology influence risk assessment and insurance premiums. One of its core activities is vehicle risk rating –categorising vehicles based on safety to inform insurance underwriting.
Leggett clarified that this rating process has used static, broad groupings but is transitioning toward more dynamic and precise assessments, which are expected to improve the accuracy of risk calculations and potentially lower premiums, especially for young drivers.
Vehicle risk rating
Rating vehicles involves evaluating various pillars of vehicle performance and safety, including crashworthiness, damage resistance, repairability, and security. These pillars collectively influence the vehicle’s risk score, which then impacts insurance premiums. Currently, the focus is on newer vehicles, but the aim is to develop more nuanced, real-time assessments.
The move towards a more dynamic rating system means that if a vehicle becomes popular among young drivers or safety improves with new technology, the risk score can be adjusted accordingly. This evolving approach is designed to make insurance pricing fairer and more reflective of actual vehicle safety performance.
The impact of technology
There has been significant progress in safety technology over recent years. Since around 2018,
TOM LEGGETT, VEHICLE TECHNOLOGY MANAGER, THATCHAM RESEARCH, CONT...
the widespread adoption of Advanced Driver Assistance Systems (ADAS), such as Autonomous Emergency Braking (AEB), has led to a substantial reduction in accident-related injuries. Data shows a dramatic drop from about 50,000 injury claims annually in 2018 to around 20,000 to 30,000 in recent years, indicating that cars with such systems are significantly safer.
However, despite these reductions in injury claims, insurance premiums for young drivers remain high. The cost of repairs has increased as vehicles have become more complex and expensive, which keeps premiums elevated even as injury rates decline.
We need to work on drilling down into which technologies have made the biggest difference.
Effectiveness of ADAS
Leggett discussed specific safety features:
❍ Autonomous Emergency Braking (AEB): Widely fitted in modern vehicles, AEB reduces front-to-rear collisions by approximately 40%. This technology detects imminent crashes and automatically applies brakes, preventing or lessening impact severity.
❍ Lane Keeping Systems: These have faced some criticism and misperception from the public, often being turned off. Leggett emphasised that perception and understanding are critical for acceptance.
The challenge is to explain and foster trust in such systems among young drivers.
The future of safety tech
Driver monitoring systems (DMS), increasingly installed in new European vehicles since mid-2022, analyse driver attentiveness and alertness, typically via cameras that track eye gaze and head position. This technology can detect distraction, fatigue, or intoxication, alerting the driver before an incident occurs – representing a potential game-changer in
reducing accidents caused by human factors. Furthermore, Leggett discussed increasingly sophisticated AI systems capable of inferring emotional states and adjusting vehicle responses accordingly.
Challenges in public perception and adoption
A recurring theme is the perception of new safety features, especially among young drivers. Many tend to disable or ignore driverassistance systems because they misunderstand or distrust them. Such systems should be kept enabled and their benefits appreciated through further education.
While technology advances rapidly, public understanding often lags behind. Misinformation from media, social platforms, and marketing from car manufacturers –particularly around electric and self-driving cars –contributes to misconceptions that can undermine safety efforts.
Leggett advocated for increased awareness of driver monitoring systems as a key future tool, especially for the safety of new drivers. ◆
VR TRAINING FOR ANXIOUS MOTORWAY DRIVERS
PROFESSOR DAVID CRUNDALL, CTO, ESITU SOLUTIONS
Esitu's VR training initiative aims to address a key issue: a significant portion of UK drivers – estimated at around eight million – avoid using motorways.
Professor Crundall noted that, according to recent IAM data, concerns about motorway driving rank as the third highest reason for driver anxiety. This leads many to take rural roads that are, ironically, more dangerous.
Anxiety and motorways
Professor Crundall highlighted that many drivers, including learner drivers, anxious drivers, and even returning drivers, are hesitant to use motorways. While learner drivers are now permitted on
BRIEFING NOTES
❍ Motorway anxiety is common but can be addressed
❍ VR training is immersive and engaging
❍ Reduces anxiety and builds confidence
❍ Differentiates drivers using hazard clips
❍ Opportunity to help shape the resource’s rollout
motorways with an ADI in a car with dual controls, uptake remains surprisingly low. Anecdotal evidence suggests that some new drivers are reluctant to utilise this access.
VR-based training for motorway confidence
To combat this issue, Esitu designed a VR-based course specifically targeting the motorway-related concerns of new and anxious drivers. The rationale for choosing VR stems from research indicating that immersive VR content enhances engagement and realism, leading to better learning outcomes.
Visual and interactive experiences help drivers become familiar with
motorway scenarios in a safe, controlled environment, increasing their confidence and reducing anxiety.
The four-phase approach
The project unfolds through four key stages:
1 RESEARCH AND UNDERSTANDING DRIVER CONCERNS
The team conducted a survey involving approximately 2,500 drivers to identify their concerns about motorway driving. They then followed up with a deeper survey of about 1,000 drivers who expressed significant anxiety.
Analysis and thematic focus
The data revealed six primary themes causing anxiety, including:
❍ Joining and leaving multi-lane roads
❍ Changing lanes and overtaking
❍ Keeping your distance from the vehicle ahead and dealing with tailgaiting
❍ Navigating complex motorway junctions and roundabouts
❍ Dealing with heavy goods vehicles (HGVs)
❍ Maintaining a safe speed This comprehensive analysis was used to plan which modules and scenarios needed to be developed.
2 CONTENT CREATION USING REAL-WORLD FOOTAGE
To develop realistic training content, the team recorded footage using 360-degree cameras with an expert driver in actual motorway conditions. This immersive footage allows learners to observe best practices from the passenger seat and develop situational awareness.
3 EVALUATING THE TRAINING BENEFIT
Esitu showed one or more of its modules to over 400 anxious drivers and found that general confidence was improved following every video.
Some modules significantly reduced general
anxiety, but they all reduced anxiety regarding the specific topic (e.g., roundabouts, changing lanes, etc).
Finally, Esitu also validated its motorway hazard perception test using 101 average car drivers, finding that the more experienced car drivers scored more points.
This shows that the motorway hazard test is tapping into an underlying skill that improves with exposure and practice, and is therefore a suitable tool for training young or anxious drivers.
The design and content of the VR modules
The project includes six modules, each about 15 minutes long, covering key aspects of motorway driving identified from the survey. Participants are in VR with an experienced driver, observing and listening as the driver demonstrates safe behaviours, decisionmaking, and situational awareness.
Some modules include outside-the-vehicle views for better understanding of complex environments such as junctions.
4 PUBLICATION AND FUTURE PLANS
The final phase of the
project focuses on making the VR training and hazard perception test accessible to the public.
The modules will be available via an app, accessible on Meta’s Horizon store, with a modest charge to sustain the project. The app will feature two main options: the full motorway course and a hazard perception test.
❍ The motorway course: this includes an introductory video and six key modules.
❍ The hazard perception test: contains 20 clips designed to improve hazard recognition, with feedback on how to improve scores.
Encouraging more drivers to take motorway lessons
It is hoped that the publicly available app will encourage more young drivers to take up motorway lessons with ADIs. ◆
Those who saw the whole course in the VR headset reported that it was enjoyable, informative, and boosted their motorway confidence.
HOW GAMIFICATION CAN IMPROVE THE PERFORMANCE OF GEN-Z DRIVERS
MICHAEL MILEY, UK DIRECTOR, SAFE ROADS CHALLENGE
Michael Miley’s presentation focused on how to use tech-forward gamification to improve the mindset and driving of the UK’s young drivers. The overarching goal of the Safe Roads Challenge is to "change the game" for road safety by engaging drivers through innovative, behaviourally driven methods. Miley emphasised that this approach is rooted in innovative thinking, with the ambition of making roads safer by motivating positive driver behaviours.
From advertising to road safety
Miley shared his background in advertising and communications,
working with WPP Group as a digital director and brand strategist. Although his roots are in marketing, over the last two years Miley’s focus has shifted to road safety. This commitment deepened through Miley’s role as a director of the UK Safe Roads Challenge. He expressed openness to collaboration, inviting like-minded organisations to join in expanding this initiative.
What is gamification?
The core concept of gamification is explained as integrating game elements – such as points, experience points (XP), leaderboards, rewards, and challenges –into non-gaming
BRIEFING NOTES
❍ 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
environments. The motivation for applying this to road safety stems from its proven effectiveness in other sectors, notably:
❍ Fitness and sports: Nike Run Club uses sharing, challenges, badges, and leaderboards to boost user engagement and loyalty.
❍ Language learning: Duolingo employs gamified systems, which produce 30% higher retention compared to traditional e-learning.
❍ Health and lifestyle: Smoking cessation programs have shown a 12% higher success rate when gamification techniques
– badges, tracking progress, rewards – are incorporated. Miley underscored that
these examples showcase how gamification can significantly influence behaviour. Applying similar principles to driver safety could lead to better habits, less risky behaviour, and ultimately fewer crashes.
Introducing the Safe Roads Challenge
The Safe Roads Challenge is a gamified platform designed to incentivise safer driving. This program moves away from punitive measures like fines or bans, instead rewarding positive behaviour. The approach aims to make safe driving rewarding, fostering a mindset shift.
❍ How it works: Drivers download an app that tracks their trips via telematics. As they drive, they earn points for safe behaviours, which can be redeemed for rewards, offers, and even lower insurance premiums.
Changing behaviour through gamification is where it's at for us in terms of moving the needle on the big numbers in road safety.
❍ Geotagged rewards: When drivers pass specific branded locations (geotags), they unlock incentives.
❍ Incentives and brand involvement: The Safe Roads Challenge actively seeks partnerships with brands that want to connect with socially conscious consumers.
The app experience and user engagement
The app tracks various driving behaviours –cornering, steadiness, swerving, phone usage –without being intrusive, making it easy for users to log in and start earning points.
FEATURES INCLUDE:
❍ DAILY AND WEEKLY CHALLENGES
❍ MICRO-COACHING
❍ LEADERBOARDS
❍ BADGE AND POINT SYSTEM
Brand and insurance collaboration
An essential aspect of the initiative is collaborating with brands, insurers, and other stakeholders to amplify impact. The program offers guaranteed discounts on insurance premiums for drivers who meet specific safe driving benchmarks. Such incentives are designed to motivate drivers to
participate actively and change behaviours.
The data dashboard and analytics
The program features a comprehensive backend data dashboard that offers real-time, driver-level insights. This allows partners – such as local authorities or insurance companies – to analyse traffic patterns, incident data, and behavioural trends to inform safer road design and targeted interventions.
❍ De-identified data: The platform respects privacy but allows detailed analysis of patterns and risk zones.
❍ Heat mapping and incident tracking: Helps pinpoint areas prone to collisions or risky behaviour.
The value of infuencers
Influencers are being used to promote the app’s rollout in the UK. The first three influencers give the programme an audience of 2.8 million. These influencers will even be able to create their own leaderboards so app users can play against the influencer.
Miley concluded that gamification can be a game-changer in road safety for young drivers, with proven success rooted in behavioural science. ◆
HOW TO IMPLEMENT HIGHER ORDER SKILLS IN DUTCH DRIVER EDUCATION
DR MICHELLE DOUMEN, SENIORRESEARCHER,SWOV–INSTITUTEFORROADSAFETYRESEARCH
BRIEFING NOTES
❍ The Dutch driver education system is being revised
❍ Emphasis on higher order skills
❍ New drivers should develop self-insight
❍ Current work aims to identify the most effective methods
Dr Doumen began by introducing her topic: the launch of a new Dutch community curriculum for driver education. This curriculum aims to enhance traditional driving instruction by incorporating higher order skills –advanced competencies that contribute to safer and more responsible driving. The overarching goal is to improve road safety outcomes by evolving the way driving skills are taught and learned.
Introducing SWOV
SWOV is the Dutch institute for road safety research, an independent organisation tasked with advising the Ministry of Infrastructure
and Water Management. Its mission is to provide policymakers with scientific evidence, ensuring that safety strategies are grounded in research. SWOV operates with around 50 employees encompassing diverse backgrounds.
As a neuropsychologist, Dr Doumen works within the behavioural research group. Her role involves applying psychological insights into how drivers think, behave, and can be guided toward safer practices.
Current Dutch driving licence system
The Dutch licensing system is primarily exam-oriented, similar to models in the UK and other countries. The
government regulates theory and practical exams, but qualified driving instructors are free to choose their teaching methods.
On average, it takes about 42 lessons to obtain a licence. The theory exam is mostly passed through self-study or online courses, while the practical exam is scheduled by the instructor and involves a series of lessons. Drivers can start their training at 16.5 years old and are permitted to drive unsupervised at 18.
❍ Early driving: Those passing the exam before age 18 can undertake accompanied driving (with a supervisor, such as a parent) until they reach 18. The supervisor must have proper licensing and background.
❍ Provisional licence: During the first five years after licensing, drivers are subject to lower alcohol limits and can incur penalties for serious offences, but many remain unaware of these regulations.
Westcotecandthe FutureofSpeedWatch
AutomaticSpeedWatchCamera (ASWC)specificallydesignedforthe automationoftraditionalSpeedWatch sessionscarriedoutbyvolunteerswithin thecommunity.
TheASWCdesignedandmanufactured byWestcotecinNorfolk,isaMadein Britainaccreditedunitthatisportable batterypoweredandtripodmountedto allowforrapiddeploymentand relocation.
Thedeviceitselfincludinglicensefree softwarewasdesignedincollaboration withPoliceforcesacrosstheUKto ensureitsusabilityandsuitability.
Oncedeployed,asimplesetupprocessusingaWindows laptopallowsforfastrecordingofoverspeedvehicles registrationdetails,togetherwithdate×tamp, speed,andbyusingaDVLAplugin,themake,modeland colouroftheoffendingvehicle.
WestcotecarepleasedtobeworkingalongsidePolice Forces,SpeedWatchGroupsandParishCouncilstosupply thisequipmentwiththeaimtoreducevehiclespeedsand ultimatelythechanceoffatalitiesduetospeedingonthe roadnetwork.
DR MICHELLE DOUMEN, SENIORRESEARCHER,SWOV,CONT...
❍ Full licence: After this period, drivers graduate to full, unrestricted licences.
Challenges and concerns
In 2020, some Dutch driving schools raised concerns about the quality of driver education and called for improvements. The Ministry responded with an investigation confirming their worries and initiated the development of a modular, competence-based curriculum. Proposed in 2023, the new curriculum aims to replace the current exam-based model but faces legal hurdles.
For the time being, efforts focus on testing, piloting, and refining curriculum elements. The transition
It's the higher order skills that are causing most crashes for young drivers. But these aren't really taught.
period allows for testing of different components of the new curriculum to improve driver education systematically.
Focus on higher order skills
While the current system emphasises basic driving skills – such as vehicle control – research shows that most crashes among young drivers are caused by poor higher order skills, such as risk assessment and attitude regulation. Dr Doumen emphasised that these advanced skills are not explicitly tested during licensing examinations or integrated into standard driving lessons. To improve safety, Dr Doumen advocates for integrating higher order skills into the curriculum, either through direct instruction, experiential learning, or behavioural training.
Shaping policy
SWOV's role is advisory: the organisation analyses scientific literature and develops evidence-based recommendations for the Ministry. Recent reports focus on learning theories, educational science, and hierarchies of driver skills, especially how to
incorporate higher order skills into training.
❍ PREVIOUS REPORTS: 2022: Inventory of learning theories applicable to traffic education for all age groups. 2023: Deep dives into young driver education and the hierarchy of skills, focusing on attitudes, risk perception, and calibration.
❍ CURRENT WORK: SWOV aims to identify effective methods to train these skills, piloting and evaluating new approaches.
Defining higher order skills The presentation explored the importance of defining what constitutes higher order skills. Such skills include:
❍ SELF-INSIGHT AND CALIBRATION: Awareness of personal strengths and weaknesses and behaving according to that awareness. This supports learning and motivation, helping drivers set realistic goals for improvement.
❍ ATTITUDES AND MOTIVATION:
Prioritizing safe and social driving above all else. Instilling motivation from the start of driver education is key to fostering a lifelong safe-driving attitude. ◆
SUPPORTING YOUNG DRIVERS IN UNDERSTANDING INSURANCE
MARTIN SAUNDERS, HEAD OF UNINSURED DRIVING PREVENTION, MIB
BRIEFING NOTES
❍ Insurance industry view on young driver safety
❍ Why young drivers are more at risk
❍ Societal impact of uninsured driving
❍ MIB initiatives to boost awareness
❍ How to collaborate with MIB
Martin Saunders introduced himself as one of the few insurers present in the room, emphasising his active engagement in road safety initiatives. He acknowledged that, while insurers often face criticism, the Motor Insurers’ Bureau (MIB) has a clear intent to improve road safety and reduce uninsured driving.
What is the Motor Insurers’ Bureau (MIB)?
The MIB was established in 1946. It is not a profit-driven organisation or insurance company. The MIB’s core mission is to compensate victims of uninsured and untraced drivers following road traffic collisions, especially those who
otherwise have no avenue for compensation. It is financed through levies added to motor insurance premiums, paid by all insurers in the UK.
The changing strategy: a new five-year focus
Saunders explained that the MIB is at a strategic transition point, currently implementing a new five-year plan. The MIB’s new mantra revolves around preventative measures: reducing the number of uninsured drivers and minimising the impact of uninsured driving on road safety. The MIB recognises that, historically, its work has been reactive – addressing the aftermath of collisions
– but now it aims to proactively prevent uninsured and illegal driving.
❍ Key message: “We want fewer victims in the first place.”
❍ The new strategy emphasises awareness, enforcement, technological solutions, and education.
Awareness campaigns and preventative measures
The MIB’s current focus is on awareness campaigns, Saunders noted, with the aim of tackling the root causes of uninsured driving. The organisation recognises the importance of education and communication, especially around topics like autorenewal of policies and common misconceptions.
For example, many drivers believe that adding a parent as a policyholder is cheaper, without understanding the complexities or legal obligations involved.
The MIB is also working with partners to develop modules that educate young drivers about responsible driving and insurance fraud, including issues like ghost brokering – where fraudsters sell fake policies to unsuspecting drivers.
Education and industry
The MIB has introduced educational content in schools and colleges, emphasising responsible driving and understanding insurance scams. The aim is to promote early awareness about the risks of uninsured driving and the importance of compliance.
Additionally, Saunders discussed efforts to produce bite-sized content suitable for quick consumption by young drivers and instructors, supporting ongoing education about insurance and safety. The goal is to embed these messages early.
The impact of uninsured driving
Uninsured drivers pose a significant challenge:
❍ Around 300,000 vehicles are uninsured at any given
time in the UK, representing approximately 2% of the total vehicle fleet.
❍ Over a year, this figure can reach up to a million uninsured vehicles.
❍ Enforcement efforts, including police operations and seizing uninsured vehicles, are crucial but require resources.
Saunders cited data from police operations in places like Luton, where a seized vehicle incident demonstrated the serious consequences of driving without insurance. Drivers may be unaware of or choose to ignore legal requirements, leading to significant penalties and the loss of their vehicle.
Data-driven solutions
Saunders discussed tech-enabled approaches to combat uninsured driving:
❍ DATA MATCHING
PROCESSES: The borrowed vehicle database (called Navigate) compares insurance records against DVLA data.
☛Monthly, about 300,000 vehicles are flagged as not matching insurance records; after further processing, roughly 100,000 individuals are contacted to rectify their insurance status.
❍ POLICE COLLABORATION: Enforcement teams use
police data and ANPR cameras to identify uninsured drivers and pursue prosecutions.
The MIB’s data systems are evolving for quicker response times and more accurate enforcement.
Seizures
and deterrence
The process results in approximately 138,000 vehicle seizures annually, with a significant portion turning into scrap or decommissioned vehicles. This not only deters uninsured driving but also supports public safety. Many seized vehicles are associated with secondary offences (such as illegal modifications), which compound enforcement challenges.
❍ IMPACT: This approach aims to reduce the number of uninsured vehicles on the roads, thereby minimising the risk to all road users. ◆
We think that every day there are around 300,000 uninsured vehicles on the road, which is about 2% of the vehicle parc.
GUIDING THE WAY: THE ROLE OF PARENTS AND GUARDIANS
DR ELIZABETH BOX, RESEARCH DIRECTOR, RAC FOUNDATION
At the start of her presentation, Dr Elizabeth Box challenged the assumption that parental influence begins when young people start learning to drive. In fact, she explained, the most powerful impact often occurs long before a teenager gets behind the wheel. Drawing on almost two decades of transport safety research at the RAC Foundation, Dr Box presented clear evidence that parents and guardians are not just bystanders in this process. They are co-pilots and role models, shaping young people’s understanding of risk and safety through everyday actions and conversations Her core message was
BRIEFING NOTES
❍ How parental involvement affects young driver behaviour
❍ Evidence-based strategies for supporting safe driving
❍ Successful international examples
❍ A practical framework for encouraging responsibility
clear: parents and guardians are often the most influential, yet overlooked, contributors to young driver safety, and their behaviour, both actual and perceived, can set the foundation for safer lifelong driving habits.
Parental influence
Research consistently demonstrates that parents shape adolescent driving attitudes and behaviours both before and after licensing. They serve as role models – whether intentionally or unintentionally – and their daily behaviour influences young people’s perceptions of risk, safety, and acceptable driving conduct.
As driving instructors step
back after the test, parents and peers will be the remaining support network. Even so, in the UK, there is limited structured work targeting parental involvement in young driver safety – in contrast to other countries.
The ecological systems model of influences
To conceptualise the multitude of influences on young drivers, Dr Box introduced Bronfenbrenner’s ecological systems theory, which has been adapted by Cassarino and Murphy. The model illustrates the layered environment affecting young driver behaviours:
❍ INDIVIDUAL LEVEL: Developmental factors like
brain maturation (up to age 25), impulse control, attitudes toward risk, and confidence influence how young people behave behind the wheel. Limited driving experience post-test often results in errors and risky behaviours.
❍ MICRO SYSTEM: Family and peer influences are critical. Parental behaviours – both positive and negative – are internalised from a young age. Peer passengers can increase risk, but peer influence can also be positive.
❍ COMMUNITY AND ENVIRONMENTAL FACTORS: The safety of infrastructure, societal norms portrayed in media, cultural attitudes toward driving, and socioeconomic conditions all contribute.
❍ LEGAL AND POLICY ENVIRONMENT: Licensing laws, graduated driver licensing (GDL) programmes,
The key point is that we don't do a lot of consistent work with parents and guardians in the UK. Other countries do a lot more.
and legal frameworks create a structure within which behaviours are shaped. Effective laws reinforce safe practice whilst social norms and cultural attitudes also have a strong influence.
The model emphasises that interventions must target multiple levels to be effective – individual, family, community, and systemic environments.
Building foundations Research shows that children internalise parents’ behaviours – such as speeding or texting – well before they are of legal driving age.
❍ MODELLING BEHAVIOUR: Parents who avoid risky behaviours or demonstrate safe practices influence their children's future choices.
❍ FAMILY CLIMATE: Open conversations about road safety, setting clear expectations, and providing a supportive environment foster responsible attitudes.
❍ SAFETY DISCUSSIONS: Regular communication about the importance of safe driving, and involving children early, can build a protective foundation.
The learner driver phase
During supervised learner driving, parents are well placed to take on a coaching
role, offering structured, positive, and varied practice experiences. Evidence indicates that quality of instruction and the diversity of practice are just as, if not more influential than quantity.
❍ Parents are advised to reinforce higher-order skills like hazard perception, decision-making, and risk management.
❍ Strong coaching relationships and consistent feedback help learners develop safer habits.
❍ Parents' guidance should complement professional lessons, emphasising higher level skills .
Recent international programmes, especially in the US, promote structured driver mentoring, aimed at creating a supportive, ongoing learning process.
Independent driving
❍ Parents/guardians can and should continue to support new drivers after they pass.
❍ Decisions around when, where, and with whom young people drive need to be considered.
❍ The road safety sector should provide more guidance for parents and families to facilitate effective support of young drivers while learning to drive and beyond. ◆
CELEBRATING 20 YEARS IN ROAD SAFETY!
FirstCar is celebrating over two decades working to reduce death and serious injury on our roads. Here are just some of the ways we’re helping road safety professionals, like you.
The ICE HUB & ICE Live
Young Driver Focus
Hosted for over a decade at the Royal Automobile Club, this is the annual young driver event for road safety professionals.
The Honest Truth
Helping over 1,000 driving instructors deliver coaching around the most prevalent young driver risks, all within normal driving lessons.
Sharing £750,000 of road safety virtual reality film and a network of practitioners sharing knowledge and best practice.
Award winning
FirstCar Theory & Practical Editions
under the @firstcaruk handle is funded and
This young driver channel under the @firstcaruk handle is funded and managed by a collaboration of over 20 road safety teams.
Handed out with theory and driving test results, these magazines reach
every new driver at a key moment.
Collaborative TikTok
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.
winning magazine guides
FirstBike
RideOn Ultimate Guide to Cycling new drivers from prelearner to post-test and
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.
Helping parents are carers give new drivers the best support to stay safe on the roads, including private practice and buying a first car.
Information and advice for riders of any age and experience, although very much aimed at the nonenthusiast.
DRIVING CHANGE: LESSONS FROM PUBLIC HEALTH
PAUL STEINBERG, DIRECTOR OF COMMUNICATIONS AND ENGAGEMENT, THE ROAD SAFETY TRUST
BRIEFING NOTES
❍ The power of combination prevention
❍ Targeted social marketing
❍ Collaboration for impact
❍ Learning from public health successes
❍ Inspiration for action
At the beginning of his presentation, Paul Steinberg explained that he has been working in the road safety sector for around ten months, having joined The Road Safety Trust in July 2024.
Despite his relatively short time in the field, he brings a wealth of experience from nearly two decades working in public health, specifically in behaviour change campaigns related to sexual health and HIV prevention. This background has shaped his perspective, making Steinberg acutely aware of risk-taking behaviours that involve both function and pleasure, whether in health or on the roads.
Steinberg’s career in public health has taught him that risk behaviours are complex, often intertwined with social, emotional, and cultural factors, which can influence decisions before external interventions are introduced.
Personal experience
Sharing a recent personal experience, Steinberg recounted returning from holiday at 2:30am, landing at Manchester Airport and relying on an Uber to get home. His Uber driver was in his early 20s – cheerful, confident, and distracted. During the ride, the driver was streaming videos on his phone, using multiple screens, and flicking through
media. Despite the driver’s evident distraction, Steinberg refrained from judgement, viewing the experience as a reflection of newer behaviours among young drivers.
This incident underscores how technology and social behaviours are evolving rapidly. The Uber driver’s multitasking is an example of changing behavioural norms and highlights the importance of staying connected to real lived experiences when designing safety interventions.
Risk and culture
Steinberg offered insight into his understanding of risk, extending from his personal
life and career to societal issues. He discussed the HIV/ AIDS epidemic as an example of how stigma, silence, and misinformation can cost lives. As a gay man, he has experienced firsthand the harm of social silence around sensitive health issues, which shaped his advocacy for evidencebased approaches over fear or misinformation.
Drawing parallels with road safety, Steinberg emphasised that both sexual health and road safety involve risky activities that are often tied to pleasure and social norms. Both areas are affected by political inaction, cultural attitudes, and societal perceptions.
The power of advocacy Steinberg stressed that progress relies heavily on coalition-building – a theme borrowed from the success stories of HIV prevention efforts. In London, for instance, a broad alliance of councils, charities, clinics, and nightclub owners worked together during a period of social hostility to reduce HIV infections dramatically, despite shrinking resources. Steinberg was in charge of creating effective messaging campaigns (such as "Do It London") and commissioning supporting
frontline services that normalised prevention and increased testing and Pre-Exposure Prophylaxis (PrEP), contributing to a sharp decline in new diagnoses of HIV in London. This multi-sector collaboration demonstrates that no single body or institution can solve complex social issues alone.
In road safety, similar multi-stakeholder efforts are essential for meaningful change.
Action before a crisis
Real change often follows tragedy, Steinberg warned. He reflected on the COVID-19 pandemic, which revealed widespread unpreparedness, and emphasised that crisisdriven action is often too late. Instead, proactive, preventative measures rooted in evidence and bold leadership are necessary.
He referred to HIV prevention, and how activism and legal challenges resulted in policy shifts. Such successes show the importance of persistent advocacy and coalitionbuilding, even when actions are unpopular or delayed.
The power of quiet work
While viral campaigns and social media sloganeering can generate attention, most
meaningful
progress happens in quiet, sustained efforts – via policy work, negotiations, and behind the scenes relationship building and advocacy. Steinberg emphasised that many organisations and individuals contribute significant work, shaping change through diplomacy, shaping the argument, and persistence. He stressed that silence is not complicity; rather, influence can be exerted through evidence dissemination, strategic partnerships, and coalitionbuilding. This requires patience and resilience.
Technology and data
Steinberg reflected on the rapid pace of technological change – highlighting AI’s potential in road safety. ◆
Too often, meaningful political action arrives not with foresight, but with grief.
YDF'25 IN PICTURES
Respondents who gave a rating of ‘excellent’ or ‘good’
YOUNG DRIVER FOCUS 2025 FEEDBACK
