.png)
Real Roads Don’t Reset – New Road Safety Scotland Campaign Targeting Young Drivers
Around one in five newly qualified drivers are involved in a collision within their first year on the road. To help reduce this, the Scottish Government and Road Safety Scotland have launched a new Young Drivers campaign targeting risky driving behaviours among 17 to 25-year-old men.
The campaign addresses drink and drug-driving reminding young drivers of the potentially devastating consequences for themselves, their passengers and other road users. It also reinforces the penalties they could face, including points, driving bans, fines and even prison. The campaign messaging will change in January with new creative assets which specifically look at speeding as a risky behaviour.
The creative taps into this audience's love of gaming, reiterating our key message ‘Real Roads Don’t Reset’. Driving under the influence is a dangerous game. There are no extra lives so the campaign urges drivers to think twice before they get behind the wheel if under the influence.
Launching this week, the campaign runs across video-on-demand, streaming services, radio, outdoor and digital channels. This media activity will be supported by PR, content creator collaboration and partnerships with football teams and pubs and clubs across the country.
We'd like to work with you to help spread this important message.
Attached is our Stakeholder Toolkit, you can support the campaign by:
- Sharing content from our Road Safety Scotland's Facebook and X social media channels
- Using our campaign assets on your own channels
- Exploring partnership opportunities
To get involved or discuss how we can work together, please contact us at sgmarketing@gov.scot
Visit roadsafety.scot/young-drivers for more information.
Thank you for your continued support.