All too easily, pride can turn to arrogance. With the confidence a full licence brings, and no highly trained instructor or watchful parent keeping an eye on the new driver, it can be tempting to let speeds creep up, to brake later, or corner harder and show off. This campaign encourages young drivers to think twice and understand that they're more likely to scare their friends than impress them and driving quickly and aggressively is going to make them look irresponsible and immature.
Drawing on the evidence base of behavioural science, the campaign materials have been developed using key principles and accepted behavioural change techniques.
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