Admiral puts family driving habits in the spotlight
Admiral has launched its latest road safety initiative, “Mirror, Signal, Mistake”, using behavioural insights to explore how parents’ driving habits can influence the next generation of motorists. The campaign highlights the gap between how safely drivers perceive themselves to drive and the behaviours young passengers observe every day.
Admiral has launched a new road safety campaign, “Mirror, Signal, Mistake”, highlighting how parents’ driving behaviours can influence the habits of the next generation of drivers.
The campaign explores how children begin learning driving behaviours long before they take their first lesson, with research from Admiral finding that 74% of young drivers believe they have picked up driving habits from their parents.
However, the research also found a disconnect between perception and behaviour, with 81% of parents admitting to at least one risky driving habit despite considering themselves safe drivers.
The campaign highlights behaviours including phone use while driving, speeding and aggressive reactions towards other road users, encouraging parents to recognise the impact their actions can have on younger passengers.
Admiral worked with driver behaviour expert Dr Lisa Dorn, Associate Professor of Driver Behaviour at Cranfield University, and RED Driver Training to explore how driving habits are formed and how families can encourage safer behaviours.
The campaign forms part of Admiral’s wider commitment to improving road safety among young drivers, who remain disproportionately represented in serious collisions.