Young people encouraged to enter road safety ad competition to stop a young person dying every day on roads

07 February 2014

Brake, the road safety charity

Young people are being invited to create hard-hitting road safety ads to help save lives as part of a national competition by Brake, the road safety charity. The  young2die competition, sponsored by youngdriver insurer Marmalade, encourages young people to get creative and promote life-saving messages to peers and wider community through powerful campaign adverts. It's a great project educators, youth workers, emergency services and road safety and practitioners can use to engage young people in road safety.


Young people are asked to create a short film, web or billboard advert, or both, based on any road safety messages in Brake's Pledge. The aim is to raise awareness among young people and others about how they can protect themselves and people around them on roads. Entrants are encouraged to promote their adverts as widely possible and raise funds in support of Brake's work campaigning for safer roads and supporting people bereaved and injured by crashes.

The winners will be presented with an award, and a camcorder for their school or college to help them continue promoting road safety, at Brake's annual reception at the Houses of Parliament next January.

Road crashes are the biggest cause of death among young people [1], so raising awareness of road safety is vital. Young people have lots of choices to make about using roads safely and travelling in sustainable and active ways, and can both learn about and help promote road safety by developing their own campaigns. The 2young2die competition is all about young people taking action to make their communities safer and help their peer group protect themselves and others.

REGISTER NOW TO TAKE PART! Brake is inviting young people, educators and youth workers to register now for the 2013-14 competition, by visiting to get a free e-action pack to help them take part. The entry deadline is 31 May 2014.

Last year's winning entry was a series of short films (watch here) researched, scripted and produced by teams of cadets from Congleton, Sandbach and Runcorn. The films, on speeding, drink-driving and seatbelts, were developed as part of a project set up after the tragic death of Congleton Fire Cadet Hayley Bates in a crash in 2010. The films are used by fire crews in workshops with schools and colleges throughout the year.

Laura Wheelton, fire cadet watch manager at Congleton, said: "Our friend and fellow cadet Hayley was killed in a terrible road crash involving speed, so it's something that has affected us personally and that's why our film focuses on the consequences of driving too fast. We wanted to pass on the message that speeding needs to stop. We're enthusiastic about making more films to help get through to people with important messages that could save someone's life. We were so pleased to find out we had won the 2young2die award. We're proud that we have been able to turn something that has affected us so deeply into something positive."

Philip Goose, senior community engagement officer at Brake, says "Young drivers are involved in one in five serious casualties on our roads, and young people themselves are often the tragic victims. Through our 2young2die competition young people can make a difference in helping to stop to this needless loss of life and the terrible suffering caused to families. We're challenging teams of young people to produce an ad with a powerful, life-saving message and raise awareness about how we can prevent deaths and injuries on roads. It's a great initiative that schools, colleges, youth workers and other professionals can use to get young people thinking and speaking out on road safety. The winners are invited to Brake's annual reception to receive their award and prize. Register online now to receive an e-action pack with advice to help create your campaign ad."

Crispin Moger, managing director at Marmalade, says "Marmalade is delighted to support Brake. Road safety is fundamental to us all. Our business champions young driver safety and we will be working alongside Brake to ensures that messages around safe driving get through to this age group. We set up Marmalade several years ago with the sole intent of ensuring the next generation of drivers get access to reduced premiums through safer driving. Our partnership with Brake means we can spread this message to an even wider audience and we very much look forward to getting started."

Facts on young people's road safety:

  • Young people age 15-24 are more likely to die in a preventable road crash than they are to die from any other cause [2].
  • 400 young people age 16 – 24 were killed on roads in the UK in 2012; 5,482 suffered serious injuries, with many of those suffering life-changing injuries such as paralysis, brain damage or loss of limbs [3].
  • Young drivers are also involved in a disproportionately high number of crashes that kill and injure road users of all ages. While young drivers aged 17-24 account for 8% licence holders, they are involved in one in five (22%) road deaths and serious injuries [4].
  • One in five new drivers has a crash within six months of passing their test [5].
  • Young male drivers experience higher risk than females and are involved in a greater number of crashes [6].
  • Age and inexperience combine to dramatically increase young drivers' risk of crashing [11]. Not only are young drivers more likely to take risks because of their youth, they are less able to cope with those risks because of their inexperience [12].

Notes for editors

About Brake
Brake is an independent road safety charity. Brake exists to stop the five deaths and 63 serious injuries that happen on UK roads every day and to care for families bereaved and seriously injured in road crashes. Brake runs awareness-raising campaigns, community education programmes, events such as Road Safety Week (17-23 November 2014), and a Fleet Safety Forum, providing advice to companies. Brake's support division cares for road crash victims through a helpline and other services.

Road crashes are not accidents; they are devastating and preventable events, not chance mishaps. Calling them accidents undermines work to make roads safer, and can cause insult to families whose lives have been torn apart by needless casualties.

About Marmalade
Marmalade champions young drivers. Its business focuses exclusively on young driver insurance. Its aim is to make the next generation of drivers safer and more responsible while providing them with more affordable insurance solutions.

It has three young driver products: Learner Insurance, designed to help provisional drivers get vital extra practice in their family car; New Driver Insurance, using telematics technology to develop safer driving skills, at the same time rewarding good driving with lower premiums; and Cars for Young Drivers, combining telematics technology with newer, safer cars, including 12-month free insurance and free lessons.

More info about Marmalade:
tel: 0845 644 4207
facebook /wearemarmalade

End notes
[1] Death registrations in England and Wales: Table 2 Deaths by age, sex and underlying cause, 2012 registrations, Office National Statistics, 2013
[2] ibid
[3] Reported road casualties Great Britain 2012, Department for Transport, 2013 and Police Recorded Injury Road Traffic Collision Statistics 2012, Police Service of Northern Ireland, 2013.
[4] ibid
[5] Learning to Drive: a consultation paper, Driving Standards Agency, 2008
[6] Reported road casualties Great Britain 2012, Department for Transport, 2013
[7] The accident liability of car drivers, Maycock, Lockwood & Lester, 1991
[8] Young novice drivers: Do they fail to feel the fear?, Stradling, S. and Kinnear, N., 2007

Tags: young drivers competition children road deaths road crash pledge 2young2die