Young drivers targeted in new campaign to improve safety on Warwickshire's rural roads
The campaign focuses on Fosse Way the county's longest rural road
Last updated 23rd Apr 2026
Warwickshire County Council has launched a campaign aimed at boosting road safety for young and newly qualified drivers on the county's rural roads.
The campaign focuses on the Fosse Way, Warwickshire's longest rural road, using both physical engineering measures and a targeted social media campaign.
The council say the campaign is underpinned by data which shows that 41% of all collisions in the region occur on rural roads, with young drivers—though only 8% of the driving population—involved in 21% of crashes and 31% of fatalities.
The initiative aims to challenge "a common misconception" among young divers that you must be exceeding the speed limit to be driving too fast.
The authority say the campaign highlights that many fatal collision on rural roads take place below the speed limit .
It's being delivered in partnership with behavioural insight specialists SoMoCo and is shaped by research and direct engagement with young drivers, who helped inform and co‑create the video content used throughout the campaign.
Philip Seccombe, Warwickshire’s Police and Crime Commissioner and Chair of the Warwickshire Road Safety Partnership, said: “Every serious collision I am briefed on represents a moment where everything changed for a family. Too often, the people involved are young, with their whole lives ahead of them.
“That is what makes this campaign so important. It speaks honestly about the pressures and confidence that come with new driving, and it does so in a way young people recognise as real. If slowing down a little earlier at a bend or junction helps even one person get home safely, then this work will have been worth it. My message to families is simple too: keep talking, keep reinforcing good habits and never underestimate the influence you still have.”
Ashleigh Green, one of the young people involved in shaping the campaign, said: “When I signed up, I didn’t expect the organisers to involve us so much. I was pleasantly surprised to find that they were genuinely interested in our suggestions and open to listening to what we had to say.
“I feel proud that we helped shape the campaign into what it is and sincerely hope we see a decline in the number of accidents involving young drivers in Warwickshire.”