Young drivers
In 2023 in the UK around one in 5 of all killed or seriously injured casualties from collisions involving cars were in collisions involving a young car driver (Department for Transport, 2024).
In the age group 17-24 young male car drivers are 4 times more likely to be killed or seriously injured compared to all car drivers aged over 25 (Department for Transport, 2024)
The most common contributory factor in this group of vulnerable road users is "driver failed to look properly"
Other factors are:
"loss of control", exceeding the speed limit" and "learner or inexperienced driver"
(Department for Transport, 2024)
LCC have funded digital page turner magazines by First car media.
QR codes for digital page turners
Tik Tok with FirstCar media
Young drivers are an at risk demographic across Lancashire. In 2024 there were 9 fatalities in road traffic collisions in this demographic across the county, which represented just under 25% of the total annual fatalities. The fatal 5 continue to be issues in this age-group:
1. Speeding
2. Not wearing a Seat belt
3. Distraction/careless driving
4. Drink/drug driving
5. Using a mobile phone
Reaching this demographic with messages that resonate and influence behaviour change continues to be challenging.
Anecdeotal evidence from students and young people across lancashire in the 16-24 age demographic suggests that they have moved away from using Facebook and instagram and more towards short-form platforms such as Tik Tok.
Evidnece suggests that a growing number of young people use Tik Tok when searching for informaiton adn advice which can present a risk for road safety as both influencers and channels can glamourise risky behaviour adn be sources of misinformation.
In 2024 together with other local authorities Lancashire County Council's road safety team began to work in collaboration with FirstCar on their Tik Tok channel. The content is intended to be accurate and accessible to this vulnerable road user group.
@firstcaruk
