New campaign in on Norfolk roads highlights risks for young drivers
Young drivers urged to drive safely as Norfolk Police join national initiative
Norfolk Police have launched a campaign to encourage young drivers to drive safely, as part of a national initiative spearheaded by the National Police Chiefs' Council.
Running from 14th September to 4th October 2026, the campaign is crafted by the Safer Essex Roads Partnership and draws inspiration from gaming culture with the tagline 'There are no respawns'.
The campaign specifically targets drivers aged 17 to 25, aiming to address the high incidence of serious and fatal road traffic collisions involving this age group.
Featuring a simple but hopefully powerful message, that while games offer unlimited chances to restart, real life does not. The initiative seeks to shift perceptions about driving skills.
Chief Inspector Gary Miller, head of the Norfolk and Suffolk Roads said: "The focus is on driving responsibly, making smart decisions, and ensuring passengers arrive safely."
Officers are encouraging young people to challenge risky behaviour, speak up if they feel unsafe, and support safer driving habits among their peers.
Research highlights speed as a critical factor in many collisions involving young drivers, with contributory issues such as overconfidence, distraction, and peer pressure affecting decision-making.
Gary Miller expressed his hope for the campaign to aid in reducing road fatalities across Norfolk and Suffolk:
"Going back to that gaming culture that we obviously see a lot more prevalence in young people. On those games, it doesn't matter if you crash your car or you get shot on whatever the gaming profile you're using, because there you go, you've got another life.
But, That isn't real life. There are no 'respawns' in life."
While acknowledging the challenges young drivers face, Gary reinforced that true driving skill lies in being in control, anticipating hazards, and adhering to the law.
As part of this campaign, young drivers are urged to engage in open conversations about safety and challenge behaviors that compromise it.