Young Driver Awards Shortlist

The awards will be presented at the  Young Driver Focus conference at the Royal Automobile Club, Pall Mall, London, on 10 September 2020.

Shortlisted schemes are:

Drive Like Gran’s In The Car  – How Road Safety Scotland, Transport Scotland and the Scottish Government ripped up the road safety advertising rulebook; using a standout and inimitably Scottish approach to motivate “invincible” young drivers into adopting safer driving habits.

FloowCoach – The Floow makes use of behavioural change techniques through their driver coaching programme, FloowCoach, to help drivers make positive improvements to their driving behaviour -our latest research shows that 13 accidents are avoided for every 100 graduates of the FloowCoach programme.

UPS Road Code –  an innovative, engaging road safety programme, empowering young people to be safe in and around cars before they start learning to drive. Using virtual reality technology and driving simulators, in workshops co-delivered by youth workers and UPS volunteers, RoadCode delivers vital messages around road safety.

DrivingHub – was developed by Highways England to increase the knowledge and confidence of learner and novice drivers, by providing free road safety resources e.g. Vehicle check guidance.  We worked with our internal colleagues, partners across DfT, DVSA, the driving instructor industry and IPSOS MORI to understand the resource gap as well as attitudes and expectations of road safety. 

THINK! New Driver Campaign – The campaign engaged a particularly high-risk group of young male drivers –those in the first year of passing their test –through the humorous and laidback character of the Road Whisperer . Through short engaging videos, shareable GIFs and an innovative, highly targeted partnership with LADBible, the campaign shared messages about multiple priority issues while shifting attitudes and normalising the central campaign truth that it takes time to learn the ways of the road