New Campaign Targets Young Drivers to Cut Rural Road Collisions

A new road safety initiative aimed at reducing accidents among young drivers has been launched in Warwickshire, focusing on some of the county’s most dangerous rural routes.

Led by Warwickshire County Council, the campaign centres on the Fosse Way—its longest rural road—and combines infrastructure improvements with a targeted social media push. The goal is to address risky driving behaviours, particularly inappropriate speed at bends and junctions where collisions are most likely to occur.

Data behind the campaign highlights the scale of the issue. Although young drivers account for only around 8% of those on the road locally, they are involved in 21% of crashes and nearly a third of fatalities on rural roads. Overall, 41% of all collisions in Warwickshire happen on rural routes, with men making up the majority of those killed.

A key focus of the campaign is challenging the belief that driving within the speed limit is always safe. Research shows that many serious and fatal incidents occur at speeds below the legal limit. In fact, most drivers on these roads travel at around 40mph or less—even where the national speed limit is 60mph—yet risks remain high, particularly at junctions, which account for a significant proportion of critical incidents.

The initiative has been developed in partnership with behavioural insight specialists SoMoCo, combining data analysis, engineering measures, and behavioural science. It also uses modern data sources, including mobile phone insights and AI-driven analysis, to better understand driver behaviour.

Importantly, young people themselves have played a central role in shaping the campaign. Through workshops and collaboration, newly qualified drivers helped design the messaging and video content to ensure it resonates with their peers.

Mark Ryder, Executive Director for Communities at Warwickshire County Council, said the scheme represents a significant step toward improving road safety and tackling the disproportionate number of incidents involving younger drivers.

Warwickshire’s Police and Crime Commissioner, Philip Seccombe, emphasised the real-life impact of serious collisions, noting that many involve young people at the start of their lives. He highlighted the importance of honest, relatable messaging and encouraged families to continue reinforcing safe driving habits.

Participants involved in developing the campaign have also praised the approach. One contributor, Ashleigh Green, said she was surprised by how much input young drivers were given and expressed hope that the initiative would lead to fewer accidents.

Nicola Wass, CEO of SoMoCo, added that the campaign stands out by addressing the underlying factors behind risky behaviour—such as inexperience and social pressure—rather than relying on generic safety messages. By combining data, insight, and direct input from young drivers, the initiative aims to deliver a more effective and practical approach to improving safety on rural roads.