Gaming-themed campaign aimed at younger drivers is launched

Authorities in Scotland have launched a new gaming-themed campaign to tackle speeding among young drivers.

Data shows that around one in five newly qualified drivers are involved in a collision within the first year behind the wheel, while nearly one in three drivers killed while speeding are aged 16-25 years.

Spanning TV, streaming services, cinema, outdoor and digital advertising, supported by content from influencers, football and rugby partnerships and PR, the campaign has been launched by the Scottish Government, Road Safety Scotland and Police Scotland.

It reminds young people that unlike their favourite games, there are no second chances on real roads and the consequences of dangerous driving can be devastating.

The campaign also highlights the tougher legal penalties for drivers in the first two years after passing their tests.

Chief Supt Scott McCarren, Police Scotland’s Head of Roads Policing, said: “Skills behind the wheel of a car in a racing game have absolutely nothing to do with your ability in a real car.

“In real life, countless factors are at play including the weather, road conditions, weight of the car, number of passengers and the behaviour of other drivers on the road. Even a small error of judgement could have permanent consequences.”