IAM RoadSmart launches new ‘Road Champions’ initiative for young motorists

• Access to exclusive content and discounted driving courses for those aged 17-26
  
• Younger drivers make up a disproportionately high number of killed and seriously injured (KSIs) on our roads

A new initiative giving younger drivers and riders aged 17-26 years-old free access to exclusive advice and discounts is being launched today by the UK’s leading road safety charity, IAM RoadSmart.

The ‘Road Champions’ scheme offers 12 months free access to content and an exclusive offer to purchase IAM RoadSmart’s flagship Advanced Driver and Rider Courses. Our ambition is to empower a new generation within this age group to become more confident and safer motorists, which in turn can reduce young driver casualties.

There are more than three million people aged between 17 and 26 with a full driving licence in Great Britain*. Department for Transport** figures show that drivers aged between 17-24 make up almost one-in-five (19%) road fatalities despite only representing around 8% of all drivers. Young male car drivers are especially vulnerable as they are four times as likely to be killed or seriously injured compared with all car drivers aged 25 or over.

At the very heart of our charitable purpose is a mission to improve safety on our roads and this new scheme opens the door for younger drivers and riders to enjoy a wide range of new information and advice.

IAM RoadSmart Director of Marketing and Communications Kat Hyde said:
“We are investing in education and upskilling for new and inexperienced drivers and riders with our free 12-month Road Champion tier; this is a completely new initiative for us and it’s an exciting step forward as we work to engage young people with road safety. Improving their skills and changing their behaviour makes roads safer for all and this is a milestone for us as we work to tackle the number of KSIs on UK roads annually, with young men being a real concern.”

Sign up and get access to:

• Expert tips and advice.
• Exclusive competitions.
• An exclusive 10% discount on our Advanced Driver or Rider Courses.
• Regular newsletters full of driving and riding guidance.

This new initiative can be accessed here

Notes to editors:

* GB Driving Licence Data - data.gov.uk
** https://www.gov.uk/government/statistics/reported-road-casualties-great-britain-older-and-younger-driver-factsheets-2022/reported-road-casualties-in-great-britain-younger-driver-factsheet-2022

Press Contacts: Rebecca Dundon – Press Officer Rebecca.Dundon@iam.org.uk
Nicholas Lyes – Policy and Standards Director Nicholas.Lyes@iam.org.uk
IAM RoadSmart media centre: https://media.iamroadsmart.com/

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On Twitter / X: @IAMRoadSmart


About IAM RoadSmart
IAM RoadSmart is the UK’s largest road safety charity. It has a vision of a society where all road users can safely and sustainably use the public highways together. It does this through a range of means including advanced driving and riding tests. IAM RoadSmart was formed in March 1956 and has over 75,000 members that supports its campaigns on road safety. At any one time there are over 7,000 drivers and riders actively engaged with IAM RoadSmart’s courses.

To find out more about IAM RoadSmart products and services visit: www.iamroadsmart.com