New THINK! campaign urges drivers to think seriously about the dangers of driving too fast for road conditions.

‘Is pushing it worth it?’ is predominantly targeted at young male drivers.

Rural rogues

Statistics show male drivers aged 17 to 24 are 4 times more likely to be killed or seriously injured than drivers aged 25 or over. Research findings also show that 60% of all serious and fatal collisions involving young male car drivers were on rural roads.

Safety experts are concerned that less than half (43%) of young men consider exceeding the speed limit to be unacceptable. Meanwhile, over two thirds (68%) see drink driving as unacceptable and over half (52%) think using a mobile without handsfree is unacceptable.

But is driving too fast for the conditions any more morally acceptable?

Is pushing it worth it? – THINK! speeding campaign

 

Danger around every bend

Rural roads are consistently the most dangerous roads for casualties. Alongside the campaign, the government is putting particular focus on this area of the network. As part of the Safer Roads Fund – government, local authorities and safety groups – there is a continuing aim to deliver safety improvements across rural roads.

To date, £100 million has been provided through the programme to improve the 50 most dangerous roads in England, the majority of which are rural roads. Improvements have included improved signage, safer pedestrian crossings and better designed junctions.

Road Safety Minister Richard Holden says the government wants to “accelerate” efforts to “tackle unsafe driving habits”.

“We’re highlighting the dangers of relaxed driving attitudes on rural roads so that everyone recognises that pushing the speed limit is just not worth it.”

Fast and furious

Speeding accounts for around 1 in 4 fatal collisions. Despite this, it is considered one of the least risky and most acceptable behaviours among drivers, especially young men. The campaign highlights that speed kills and injuries 54 young people every week in the UK.

“Most drivers consider themselves to be ‘better than average’ at driving,” says Dr Gemma Briggs, Professor of Applied Cognitive Psychology at the Open University.

“This can make drivers feel that while others shouldn’t speed, their own increased skill means they can handle a bit of extra speed, and every journey completed seemingly without incident for a speeding driver confirms to them that their behaviour is acceptable, even if they endanger others.

“Young drivers also have these biases, but have the added problem of a lack of driving experience.”

Briggs adds that the lack of previous experience limits their ability to understand potential problems.

“They can’t rely on their previous experience to understand driving situations, so adding other elements to this such as additional speed increases the likelihood of young drivers failing to notice hazards and being involved in a collision.”

Not thinking

THINK! research shows young males underestimate the risks. The new campaign seeks to challenge overconfidence among younger drivers. It also highlights that just going slightly over the speed limit or driving too fast for the road is as potentially dangerous as excessive speeding.

The campaign comes in part as a result of recent research project ‘Driver2020’. This considers different ways to make young drivers safer, more confident and more skilful in their first year of driving.

RAC road safety spokesperson Simon Williams hopes the campaign will “bring about some much-needed behavioural change among the nation’s least experienced drivers”.

Evolving road safety

In the decade that followed the conception of THINK!, road deaths in the UK reduced by 46%. However, over the last decade, there has been little improvement road casualty statistics. The governments abandoning of targets and the reduction in traffic police numbers have all been highlighted for the plateauing of improvements.

While the THINK! campaigns have largely remained untouched, they have primarily targeted young male drivers. These are four times more likely to be killed or seriously injured on our roads than drivers aged 25 and over.

Shifting attitudes towards drink driving, passenger distraction and using a handheld mobile at the wheel have been the main focus.