How 'best mate' came about
Connecting with young people to remind them of the risks and dangers they face on the roads; persuading young drivers and their passengers to drive and behave in a fashion likely to minimise these risks; and ultimately, playing a part in reducing crashes and casualties among this highly vulnerable group of road users.

These are among the toughest challenges faced by Britain's road safety professionals.

During the period April-August 2007 a comprehensive research study - commissioned by LARSOA (Local Authority Road Safety Officers' Association) and funded by BSM - was carried out to help them achieve these objectives.

The study looks at how young people view their safety on the roads, and identifies what they perceive to be the greatest dangers they face while travelling by car.

Perhaps even more usefully for RSOs, the study tested a series of advertising concepts that could form the basis of a publicity campaign specifically targeting this age group. This report explains the thinking behind the concepts, and what worked and what didn't.

This is intended to be actionable research - a study that road safety professionals can use when developing campaigns and resources for use on the ground at local or regional level.

The 'Best mate' campaign was developed as a result of the research. It is the concept that, along with one other, performed most successfully in testing.

As part of BSM's ongoing commitment to reducing the number of young people killed and injured on our roads, the company has funded development of the campaign - which is now being made available to road safety teams and partnerships across the UK free of charge.

Click here to see what is available and request a supply of campaign resources.