**Road Accidents Remain Leading Cause of Death for Young Adults, but Few Feel Able to Speak Out**
Road traffic incidents continue to top the list as the leading cause of death for young people in the United Kingdom, yet many say they feel unable to address risky behaviour in cars driven by their peers. Data from the Department for Transport have highlighted that those aged between 17 and 29 account for more than a quarter of all serious road casualties — a stark statistic that underscores mounting concerns for road safety among the young.
Despite this troubling reality, a recent study conducted by Admiral Motor Insurance has revealed that as many as one in three under-24s are reluctant to speak out when they feel uneasy in a vehicle driven by friends. The primary reason for their silence, respondents indicated, is the fear that raising concerns about speed or distractions would make them appear dull or awkward among their social group. This reluctance is alarming, especially as figures show newly qualified drivers are significantly more at risk — with those carrying peers their own age being four times as likely to be involved in a fatal crash, as revealed by road safety charity Brake.
Further findings from the survey indicated that the majority of young drivers — some 79% — change their behaviour when accompanied by friends. For many, this means not only turning up the volume on music and increasing their speed, but even allowing more passengers in the car than there are seatbelts. Nearly half of all young drivers surveyed have already experienced either a collision or a near miss while carrying friends, suggesting that peer influence plays a substantial role in risky driving behaviours.
In response to these trends, a nationwide campaign has been launched under the slogan “Your Ride Your Rules”. Backed by Admiral and featuring popular figures such as BBC Radio 1’s Jeremiah Asiamah and social media influencers the Polson Twins, along with Ella & Benn, the initiative aims to encourage young adults to speak openly about their feelings regarding safe driving — even if it momentarily upsets the group dynamic. The campaign includes a short film in which participants share candid and often humour-laden accounts of their own experiences with unsafe driving or being pressured by friends, including tales of awkward conversations that ultimately prioritised safety.
The Polson Twins, who have gained notoriety on TikTok for their comedic sketches, reflected on the campaign’s message: “It’s easy to worry about looking uncool, but the safer option could genuinely save lives,” they noted, adding that using light-hearted banter can often defuse the tension when raising such concerns.
As the campaign gathers momentum, Admiral is also inviting young people to engage with the issue directly by submitting anonymous questions about confronting risky driving via Instagram’s ‘Add Yours’ feature. Expert advice is then provided by campaign partners and behavioural psychologist Jo Hemmings, ensuring tailored guidance is made accessible to those who might otherwise remain silent.
Jo Hemmings has offered practical strategies for young motorists and passengers alike. Among her advice: recognise that risk-taking is natural at a young age, but the consequences can be severe; proactively discuss expectations before travel; prepare tactful ways to voice unease; and make sensible use of technology to reduce distractions behind the wheel.
Adam Gavin, Admiral’s Head of Motor, remarked: “We know young people don’t want to create awkwardness or feel like the odd one out when it comes to challenging risky behaviour in cars, but empowering them to have those conversations is vital. This campaign is designed to support young adults in finding their voice — not to stifle their independence, but to protect it.”
With the persistent prevalence of young people in road accident statistics, the need for open, direct conversations regarding road safety has never been more pressing. Campaign leaders hope that both drivers and passengers learn to share responsibility for safety, thereby transforming social pressure from a risk factor into a force for positive change.
Further details about the campaign, along with advice and resources, can be found at Admiral’s “Your Ride Your Rules” website. The organisers encourage all young people, whether drivers or passengers, to take an active role in safeguarding themselves and their friends on the road.