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Paper Title:
Targeting young drivers?
Need to re-think
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Authors:
David Saffron
Abstract:
Many road safety publicity
campaigns target young drivers. Close targeting of a group can reduce
a campaign's aggregate impact. Wright and Esslemont (1994) pointed
out a trade-off between:
-the fewer people impacted, and
-a greater impact on each group member.
Where young drivers are targeted, definitions of 'young' for defining
the young driver crash problem should coincide with the definition
to be used for the campaign. There is a tendency, however, to define
the crash problem as drivers under 26 years, and then target drivers
under 21 years. Although they experience a higher risk per driver,
drivers under 21 years are a relatively small proportion of all
drivers involved in fatal crashes, as is seen from inspection of
crash data. Inspection of licence data and population statistics
reveal demographic changes that are further reducing this proportion.
Target groups should be set so as to optimise the use of road safety
resources. This approach necessitates a close interaction between
those who define a road safety problem (based on crash data and
research) and those who design countermeasures.
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