MoreThan generated solid coverage of its new DriveTime policy for young motorists last week. ‘Early night deal for young drivers' (The Guardian, 4 August).
Despite tongue-in-cheek commentary, ‘Cheap insurance - as long as you're asleep' (www.thisismoney.com, 4 August), the insurer's messages were clearly relayed in the media, with the aim of reducing young-driver accidents.
‘High accident rates for young drivers on the roads at night are a major issue, and we've been working towards a solution,' said head of DriveTime Bryan Turner, under the Daily Telegraph headline ‘MoreThan shines light on cutting toll of young drivers' (5 August).
Criticism was limited, with ‘Bargain that puts brake on night drivers is under fire' the exception (Manchester Evening News, 5 August). The policy attracted much industry support for reducing driver risk and lowering insurance premiums.
Road safety charity Brake said: ‘We welcome the scheme as an excellent first step' (Mary Williams, CEO, www.myfinances.co.uk, 4 August). Richard Mason, Moneysupermarket.com director, described DriveTime's approach as a ‘positive step' (The Sunday Times, 6 Aug).