A simple conversation could save a life. Make ‘drive safely’ your words to live by
Somebody is killed or seriously injured on UK roads every 16 minutes.
Michael's story
Michael Thompson passed his driving test when he was 17. Four years later, when travelling along a ‘winding country road’, Michael collided with a Ford Ranger.
He had to be airlifted to hospital and was in a coma for four months, having suffered multiple broken bones and a severe diffuse axonal brain injury. He had to learn to do everything again including talking, eating, walking, getting dressed and undressed and endure multiple operations.
“This was a massive change to every aspect of my life,” he said. On the subject of young drivers, Michael’s message is clear: “Remember, you don’t know everything.”
Looking back at his accident, Michael wishes he’d done things differently.
Michael says...
“I thought I knew everything and could drive anywhere and look what happened. Even on the road where my accident was, I knew that road like the back of my hand. Anything can happen. Please watch your speed and be aware of other drivers and road.”
At Admiral, we know that these crashes don’t just have catastrophic consequences for those directly involved – they devastate the lives of others too.
All across the UK, young drivers are involved in serious crashes
According to the Department for Transport, somebody is killed or seriously injured on UK roads every 16 minutes.
Serious crashes can have a life-changing impact on so many different people – including those not in the car.
By talking openly with each other, we can empower a generation of young people to change their behaviour and reduce the number of serious accidents they’re involved in.
The impact of serious crashes
As well as the devastation of losing somebody in a serious crash, many suffer life-changing injuries.
We’ve partnered with Headway, the brain injury association, who work with survivors of serious crashes. They’ve seen first-hand the devastating impact accidents can have.
Young drivers are at risk
In 2022, research by the Department for Transport showed:
Nearly 20% of all collisions resulting in serious injury or death involved a male driver aged 17 to 25 years old.
In 2022, a staggering 1,365 young drivers were killed or seriously injured.
32% of casualties from collisions resulting in serious injury or death involved at least one male driver aged between 17 and 24.
Drivers under 25 are, on average, nearly twice as likely to claim for a crash involving a serious injury than a driver aged over 25.*
*Based on Admiral Car Insurance data for 17 – 24 year olds and those aged 25+ as at August 2024.
Let's make our next generation of drivers, the safest yet
Let’s empower a generation of young people to change their behaviour and reduce the number of serious accidents they’re involved in.
It starts with you
We need parents and young people to talk to each other and start taking road safety seriously.
It’s time to make a change
We’ve all said the phrase ‘drive safely’ to somebody we love. While the phrase is said with the best of intentions, it’s lost its meaning because of how often we say it.
75% of young drivers told us that their parents almost always tell them to drive safely before they go on a car journey.† But what do these words actually mean?
‘Drive safely’ is just the beginning. Clinical Psychotherapist, Ella McCrystal, tells us how we can take the conversation deeper.
†Admiral survey, July 2024
Meet Ella McCrystal
Clinical psychotherapist with 20 years experience, helping parents and children connect
Working with Ella McCrystal, we’ve created a series of conversation starters, tips and advice to help parents and young drivers have deeper and more meaningful conversations about what it really means to drive safely.
Understanding young drivers’ behaviour
Many young drivers already practice safe driving. But risk takers feel invincible. They have an “it will never happen to me” mindset.
“I thought I knew everything and could drive anywhere and look what happened.”
Michael Thompson, Newcastle
Survivor from a life-changing car accident
Ella points out that it’s this way of thinking that can stop them from fully assessing situations, risks, and future consequences. This is particularly concerning when they’re in control of a vehicle. In fact, 28% of young drivers told us they’ve had a close call on the road.
Turning things around
But Ella reassures us that we can change young drivers’ behaviour by discussing the real and serious consequences of reckless driving.
Ella says..
“We can use real life stories and news articles, to highlight that accidents can happen to anyone, regardless of their perceived driving skills.”
“Discuss the long-term, real-life impact of accidents, including physical, emotional, and sometimes legal consequences - these are the things that some young people won't have thought about.”
The four big driving concerns of parents
Parents are concerned about young drivers. Their four main concerns are speeding, driving while distracted, bad weather conditions and driving with their friends in the car.
Your part to play in safer roads
Whether you're a young driver or a parent, there are a few things you can do to make sure everyone is safe on the road.
How to talk about your concerns
Speeding
35% of parents are concerned about their children driving too fast.
When discussing the risks of speeding, use real-life examples to illustrate the dangers. Think reduced reaction times and the increased risk of serious accidents.
Always praise and reinforce why you should stick to speed limits. Try framing it as responsible behaviour.
Weather
30% of parents are worried about their children driving in bad weather.
Don't lecture, show worry, or even ask young drivers to avoid driving in bad weather. Instead, encourage them to practice driving in various weather conditions to build their confidence.
Distractions
31% of parents said a main concern was their child being distracted or not paying attention while driving.
Again, it's important not to lecture. Rather, explain the concept of 'inattention blindness'. This is where a driver's mind is distracted and disrupts their ability to spot and react to hazards.
Promote good driving behaviour
Suggest practical solutions like enabling 'Do Not Disturb' mode on their phone. You could also encourage them to use apps that limit their phone usage while driving.
But the best way to encourage safe driving is by being a positive role model. Set the standard of good behaviour yourself by not using your phone at the wheel.
Peer pressure
17% of parents are worried that their child could be peer pressured into reckless driving.
Speeding and risk-taking are often down to peer pressure from friends and passengers – which can significantly influence young drivers
Share positive stories
Peer pressure can often push them to take unnecessary risks on the road due to a desire to fit in or impress friends.
You can help make sure young drivers don't give in to peer pressure by talking to them. Give them advice on what to do if they are pressured into scenarios.
Share stories of when standing up to peer pressure has led to positive outcomes. Always stress the value of making safe choices.
A conversation that might just save a life
One in seven parents said they feel awkward and don’t know how to start these conversations with young drivers.
Rather than giving someone a lecture, frame it as an open dialogue that encourages understanding and responsibility.
Ella says..
“We can give the phrase 'drive safely' back its meaning by using more specific, actionable language that resonates on a deeper level. For instance, instead of saying drive safely, tell them to stay focused and alert while driving.”
”These actionable phrases compel drivers to actively think about their actions and responsibilities behind the wheel. This not only refreshes the message but also provides a clear directive.”
“The way in which we approach these conversations is just as important as the content of what we say, if not more so. Young people need to feel heard and like they're part of a two-way conversation.”
How do we talk to young drivers?
Stay positive
Begin with a warm smile and an open posture. Use a calm and steady voice to set a positive tone for the discussion.
Think about your body language
Maintain eye contact, nod to show understanding, and use empathetic expressions.
Keep your tone warm and encouraging. By using positive and supportive body language, you can improve how effective your conversations are about safe driving.
This approach not only helps get the message across clearly but also creates a supportive and engaging environment. This can encourage openness, honesty, and positive behavioural change.
Be reassuring
Summarise key points and remain positive and upbeat. Lean in slightly, smile, and use a warm and friendly manner to reinforce that the conversation is supportive and ongoing.
At Admiral, we share lots of tips and advice on how we can protect each other and keep everyone safe when we’re behind the wheel.
Click on our useful guides below to learn more about road safety. You can share these tips with young drivers too.
Get the support you need
If you or a loved one has been affected by a serious road traffic injury, support is available.
Headway, always supporting survivors
Our charity partner Headway offers support if you’re struggling with the aftermath of a serious road traffic accident.
Through their network of over 118 groups and branches across the UK, Headway offers support, services and information to brain injury survivors, their families and carers.
Find your local Headway branch
If you've lost a loved one to a serious crash, Headway offers support to those navigating loss.
Visit Headway