In 2002, research into the attitudes of young drivers towards road safety advertising provided the Driver Behaviour Strategy Working Group (DBSWG) with an important insight into this and the major challenges in the successful targeting of this group with road safety media campaigns.
The research showed that the consequences for their lifestyle, such as loss of licence, are more of a deterrent than the fear of accident involvement or death. Disability and disfigurement are also significant deterrent factors.