As road traffic accidents remain the number one killer of young adults in the UK, Admiral is urging Gen Z to break the silence around unsafe driving amidst growing pressure on the government to introduce restrictions for new drivers.
While calls for Graduated Driving Licences (GDLs) continues – a new campaign from the insurer calls out the biggest risk for young people on the road: silence.
Despite 53% of young people admitting to being in an incident including a crash or near miss when they’ve been in a car with their friends – 1 in 3 revealed they wouldn’t call out unsafe driving. In a new survey of 2,000 young adults, conducted by Admiral fears of feeling awkward (22%) or seeming boring (13%) take over and stop many from speaking up1.
With GDLs unlikely to be introduced anytime soon, Admiral’s new campaign instead empowers young people to take ownership of their safety now. It’s encouraging them to set their own rules for when they’re in the car with friends, have conversations with their peers, and a shared responsibility for everyone in the car.
Road traffic collisions remain the number one killer of young adults in the UK, and newly qualified drivers are four times more likely to be involved in a fatal crash when carrying same-age passengers, according to Brake. Admiral’s new research further reveals the dangerous influence of peer pressure behind the wheel: over half (52%) of young drivers admit they feel pressured to drive differently with friends in the car – from turning up the music (32%) to driving faster (17%) or even carrying more passengers than available seatbelts (13%).
Social media influencers the Polson Twins, Andrew and Ashley, explain how Admiral’s Your Ride Your Rules campaign made them think about their approach to speaking up:
“We’re lucky that we’ve never felt awkward with each other, but it can be much harder when you’re in a car with mates. It’s easy to fear judgement – we don’t want to seem boring by telling someone to go slower or turn music down, but something like that could actually save lives.
“For us, comedy has always been the most natural way of dealing with awkward situations. Of course it’s a serious topic, but if you can turn it into a bit of a laugh, it can feel less intimidating. Ultimately, if they’re good mates, they’re not going to judge you for keeping everyone safe. Worst case they say you sound like their nan, but who doesn’t love their nan?!”
As part of the campaign, Admiral is inviting young adults to privately ask questions about how to tackle conversations with friends about safer driving through Instagram’s ‘Add Yours’ feature. In return, the campaign creators and behavioural psychologist Jo Hemmings will be sharing their advice on the platform.
As well as providing answers on Instagram, Jo shares some general tips to keep in mind:
· Risk is natural, but consequences are real: Young brains are wired for impulsiveness – pausing to think “Is this worth it?” can short-circuit risky behaviour.
· Own your role: You’re a driver or passenger, set the tone. If behind the wheel, saying “If I’m driving, I’m doing it my way” could work wonders.
· Have your phrases ready: Practice assertive but low-key lines like “I’m not risking my life for a laugh” or “Can we slow down? People want me home safe.”
· Use tech wisely: Block distractions with do-not-disturb settings or hands-free modes – and don’t let anyone pressure you to check your phone behind the wheel.
Admiral’s Head of Motor, Adam Gavin, explains how the new campaign aims to spark conversations around shared responsibility:
“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. By partnering with Jeremiah, Ella and Benn and Andrew and Ashley, we’re hoping to spark conversations about shared responsibility, whether you’re a passenger or driver, and provide practical ways to encourage these discussions.”
(Pic: Northwest Motorway Police)
