Admiral launches Your Ride Your Rules campaign
Leading insurer Admiral is urging Gen Z drivers to break the silence around unsafe driving through a new campaign, Your Ride Your Rules.
With road traffic accidents still the number one killer of young adults in the UK, Admiral has launched a new campaign to tackle the single greatest risk for young people on the road – silence.
It has revealed that although 53% of young people admit to being in an incident including a crash or near miss, a third said they would not call out risky driving. It’s survey of 2,000 young adults found that 22% said they would feel too awkward raising dangerous driving with a further 13% admitting they’d worry about appearing ‘boring’.
There is a national campaign to introduce graduated driving licences, but while this still seems a long way Admiral is urging young drivers to take ownership of their safety immediately.
This means setting their own rules for when they’re in the car with friends, having open conversations with peers around driving standards, and sharing responsibility for everyone in the car.
Your Ride Your Rules
Admiral’s head of motor Adam Gavin said: “Young adults fear creating awkwardness or seeming boring to their mates when calling out risky behavior in the car. This is understandable, and I think most people, regardless of age, could recall a time when they felt awkward in a car either as a driver or a passenger.
“Driving is essential for many young adults embracing their independence – any approach to road safety must ensure they feel comfortable and confident speaking up if they’re not happy in the car.
“Your Ride Your Rules aims to give young adults the confidence to speak up in a way that feels comfortable for them.”
