GEM Motoring Assist has highlighted the positive impact that the new Think! road safety campaign could have for UK drivers.

According to the vehicle safety and breakdown specialist, the new ‘Road Whisperer’ campaign appeals directly to young drivers and provides welcome safety advice that is delivered in a “non-preachy” manner.

Inexperience and overconfidence a dangerous mix

GEM road safety officer Neil Worth argued there are a wide range of reasons that new drivers face greater risks than their more experienced counterparts when taking to the roads. Indeed, the combination of overconfidence and inexperience can be particularly dangerous.

As such, Mr Worth commented: “We welcome and support the new ‘Think!’ initiative, which presents the facts and the risks in an accessible and non-preachy way. We hope it will play a key role in reducing the unacceptably high number of collisions, injuries and deaths among new drivers.”

He went on to add that it’s impossible to give new drivers the experience they need to remain safe all times in just a few lessons. It takes years of practice to build that knowledge.

As a result, presenting the facts and the risks in an accessible, down-to-earth manner is just the type of strategy that can have a real impact on driver safety standards.

The new Think! campaign will be running throughout March and will be shown in cinemas and across social media.

Heather Stark, brand manager at The Fuelcard People, comments: “Supporting younger, inexperienced drivers to build their knowledge of road safety is essential. The new Think! campaign can be a great way to reach out to young drivers and help to make the roads safer for everyone.”

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