Road safety charity doubles its comms efforts

The Institute of Advanced Motorists (IAM) is doubling its comms function in the run up to a government consultation on novice drivers.

The road safety charity will also launch a programme to reach out to young motorists, educating them on road safety issues.

The IAM wants to make sure the Department for Transport (DfT) listens to its message that education is critical in reducing road accidents involving young drivers.

Director of comms Vince Yearley said that 'all too often' the Government has tried improving road safety by reducing speed limits. 'Sometimes it can feel like that is the only tool in the armoury,' he said.

The IAM believes that educating young drivers and supporting them after they pass their driving test is key.

As well as ensuring its voice is heard among politicians, IAM will reach out to 17- to 25-year-olds through social networking sites and non-traditional media.

It will also use a 'bad boy turned good' young driver as a voice to deliver the message to other young people.

'We want to talk in the language that young people will acknowledge and respond to. We want to get out a positive message. It shouldn't be didactic,' said Yearley.

Yearley wants the new team in place by next month. He was previously chief press officer at the DfT.

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