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Real Roads Don't Reset – Road Safety Scotland Young Drivers Campaign Returns with Summer Focus
Last year, Road Safety Scotland launched its Young Drivers campaign targeting risky driving behaviours among 17 to 25-year-old men. The campaign performed strongly with audiences and, with the same dangers still very much present on Scotland's roads, we're bringing it back this summer.
The campaign continues to address drink and drug-driving, reminding young drivers of the potentially devastating consequences for themselves, their passengers and other road users. Our key message remains: Real Roads Don't Reset. Driving under the influence is a dangerous game.
View the Real Roads Don't Reset Drink-Driving TV ad via YouTube here
View the Real Roads Don't Reset TV Drug-Driving ad via YouTube here
With this year's campaign coinciding with the World Cup and other summer live events, we have a timely opportunity to reach young male drivers at moments when the temptation to drink and drive may be heightened. Our media activity will once again run across video-on-demand, streaming services, radio, outdoor and digital channels, supported by PR, content creator collaboration and partnerships with football teams across the country.
Young Drivers Field Activation Plans
Our campaign field activity was successful last year, so we are bringing it back again. Here are some images from some of last year's events, you can expect to see the stand at relevant locations this summer. Please get in touch if you'd like to know more.
How you can help
We'd like to work with you again to help spread this important message.
Attached is our updated Stakeholder Toolkit. You can support the campaign by:
- Sharing content from Road Safety Scotland's Facebook and X social media channels
- Using our campaign assets on your own channels
- Exploring partnership opportunities - particularly around World Cup viewing events
- The Facebook launch post of the campaign is below if you would like to show on your own channels
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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.