Why are we running this competition?
Instead of making a new viral film or road safety commercial about the risks
and dangers facing young drivers and their passengers, we've decided to
throw down the challenge to young people themselves.
We think that, potentially, you have the best insight into how your peers think about driving and road safety - and the best way to get messages through to them.
By challenging you to make your own road safety film we think we can learn how to approach young people - the messages and approaches that might work.
This is the thinking behind 'In the can'.
And if we get a really strong film or films, we intend to either use them as they are, or have them re-made professionally.
This year's competition specifically targets the risks associated with being a driver or passenger in a car. However, future competitions may expand the brief to include moped and scooter riders and motorcyclists.
Young drivers - what are the issues?
It's a sad fact that young drivers are more at risk than other road users. They are prone to killing and injuring themselves, their passengers and other road users.
Some of the main reasons for this are:
Driving too fast
Some young drivers drive too quickly, either because they are encouraged to do so by the people traveling with them, or to show off or compete with other drivers, or simply because they love the sensation of driving fast.
Inexperience
Young drivers have less experience than older drivers and this can get them into trouble when they face new situations on the road.
Over-confidence
Despite a lack of experience, some young drivers are very confident about their driving ability; they think they are a better driver than they actually are.
Risk-taking
Some young drivers regularly take risks that older, more experienced drivers tend not to take.
Seat belts
Some young people don't like wearing a seat belt, which makes them much more likely to be seriously injured if they have a crash.
Mobile phones
Some young drivers use their hand held mobile phone when driving, ether to make or receive calls or for texting.
Distraction
There are loads of things that can distract a young driver; noisy and excited mates travelling with them, changing a CD, looking at what's happening on the pavement instead of the road ahead, smoking etc
Peer pressure
Young drivers can be pressurised by their mates traveling as passengers; they can be encouraged to take risks, drive too quickly, race other drivers, show off etc.
Drink and drug driving
A proportion of young drivers are prone to driving after drinking and/or taking drugs, which is clearly illegal and highly dangerous.
These are the risks and causes of crashes - and the reasons why we want your help.
We hope this is a challenge that will excite you - good luck! |
