Admiral Car Insurance has released a poignant film emphasising the importance of two words – ‘drive safely’. The film aims to raise awareness about the devastating impact of car accidents, especially among young drivers. Statistics from Admiral show that drivers under 25 are nearly twice as likely to be involved in a serious injury crash compared to older drivers. As part of a campaign to promote safe driving conversations, Admiral’s film highlights the risks young drivers face, including carelessness, speeding, and drink driving.
Data from UK police forces indicates that the number of serious car injuries and fatalities among young people (aged 17-24) has remained relatively constant from 2022 to 2023. The Department for Transport found that a significant proportion of killed or seriously injured casualties in car collisions involve young drivers. Young male drivers aged 17 to 24 are four times more likely to suffer severe harm compared to older motorists.
Admiral has partnered with Headway for this campaign to underscore the importance of road safety and the long-term consequences of accidents. Their research reveals that the common phrase ‘drive safely’ has lost its impact due to overuse, with many parents using it routinely before their children hit the road. TV psychotherapist Ella McCrystal provides guidance on using actionable language to engage in meaningful discussions about safe driving within families.
Adam Gavin, Head of Claims at Admiral, stresses the emotional toll of serious accidents on young lives and families. The campaign encourages drivers to reconsider the significance of reminders to ‘drive safely’ and aims to reduce the occurrence of such accidents. By empowering families to have open and honest dialogues about road safety, Admiral hopes to see a decline in these incidents.
For more information on how to have meaningful conversations about road safety and for additional advice on staying safe on the roads, visit the Admiral website at admiral.com/drivesafely.