The Birmingham Road Safety Partnership has launched a new campaign which urges young people to drive as they would if their nan or an older relative was in the car with them.
The campaign, called The Nan Effect, is based on the premise people are better drivers when they have elderly people as passengers in the car. The main element of the campaign is a viral film, backed by a radio and bus-back campaign.
The Birmingham Road Safety Partnership’s website says: “Road safety experts and psychologists studying driving behaviours have known about the ‘Nan Effect’ for many years – put simply, we are ALL better drivers when we have elder ‘peer’ relatives in the car with us, but it is an especially positive influence on young-driver behaviours.
“Unfortunately we can’t make it a legal requirement for nans to be present on all car journeys, but we hope this video delivers a serious message about poor driving behaviours in an appealing manner.”