Young People are the focus of Seat Belt Campaigns

13 January 2025

THINK! Speed campaign 2025 - As we brace the winter months, THINK! has re-launched ts “Is pushing it worth it?” speed awareness campaign to remind young drivers of the dangers of travelling too fast for the conditions on rural roads. Your support in sharing this important message via your channels and networks would be appreciated.

Speed contributes to over half of all fatal collisions with the majority of these happening on rural roads, where ‘driving too fast for the conditions’ is the leading cause of speed-related fatalities.

Alongside this, The AA Charitable Trust has launched its campaign: ‘ Belt Up in the Back’ message to all young people. Young people are being urged to ‘belt up in the back’ as new data highlights the staggering numbers killed in car crashes not wearing their seatbelts.

• Up to a quarter of young passenger deaths ‘avoidable’ if seatbelts worn
• 43% of young car passenger fatalities are unbelted
• Attitudinal research shows young people less likely to consider seatbelt important when travelling as a passenger

THINK! Targets young men, aged 17-24, who are four times more likely to be killed or seriously injured in collisions compared to any other age group. Speed kills and injures 137 young people every week yet only 32% of young men consider speeding to be very risky, with THINK! research revealing that this audience often underestimates the dangers of driving just a little too fast for the conditions.