The message “make every drive a good example” is the cornerstone of the campaign, which reminds parents that their children are watching their every move.
The TAC appears to have taken a cue from a television ad that appeared a few years back, showing children copying their parents exactly as the elders littered, smoked, drank to excess and engaged in acts of violence.
In this example (see video, bottom of page), a child sitting in the back seat is attached as a string puppet to the adult driver, mimicking his every move as he uses his mobile phone while driving and yells abuse at another road-user.
The TAC says young drivers are four times more likely to be killed in their first year of driving, and that parental examples witnessed by 5-12 year-olds could set the pattern for later in life.
While 18-25 year-olds make up 14 percent of all Victorian licence-holders, they account for 28 percent of road fatalities.
This campaign complements another from the TAC called “Get Through The Red Together”, but aims to tackle the problem of road trauma among young people before it starts.
A study examined the 22 road deaths among young drivers in Victoria in 2013, finding 60 percent were male, 64 percent were killed on country roads and 55 percent were single vehicle collisions.
2013 saw the lowest fatality rate among drivers when compared to the 25 years preceding it, which peaked at a high of around 110 in 1987 and a low of around 30-32 in 1998, 2009 and 2011.
Further studies reveal boys are influenced mostly by their fathers when it comes to driving, while girls are influenced by both parents.
The study also found children who witness risky behaviours in their parents - for example, drug or alcohol abuse - are more likely to adopt those behaviours themselves in adulthood.
MORE: Parents Setting Bad Example With Mobile Phones While Driving - QUT
MORE News & Reviews: Young Drivers | TAC | Road Safety
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