Grow up. Slow down.

As many people know, young drivers are at risk on our roads. They are vulnerable to peer pressure and risk-taking which leads to them driving too quickly and over-estimating their driving ability. This means that they are more prone to killing or injuring themselves, their passengers and other road users.

To highlight this issue, the Partnership and Kent Fire & Rescue Service launched 'Grow up. Slow down.' in October 2006.

The campaign was based on research carried out earlier in that year, which concluded that young drivers thought the worst thing that could happen if they drove too fast was that they could kill or injure another person, particularly a child. Therefore, the campaign aimed to shock young drivers into realising what could happen if they drove at inappropriate speeds.

The campaign consisted of mobile scooter-ads, mobile adtrucks, banners, and a building wrap. These were positioned at key roadside locations, leisure and retail parks, shopping centres, static and mobile safety camera sites, sixth forms, colleges and universities, high streets, nightclubs and pubs, and sporting venues. In addition, footage was projected onto the side of a mobile truck in cinema car parks.

As part of the campaign, a website was created to help young drivers understand the importance of appropriate speed. Click on the following link for more information: Grow Up. Slow Down.