Males aged 17-24 have been driving ‘for a while now’, think they’ve got the hang of it and have built up their confidence. But the truth is, a young male driver aged 17-24 is four times more likely to be killed or injured on the road due to dangerous driving.

They overcompensate for their inexperience, which gets worse when with their mates, by driving faster, taking risks, even being complacent about the driving conditions and situations – pretending that they’re better drivers than they really are. Many believe their friends are comfortable with their ‘functionally reckless’ driving and those mates respect them for it. In fact, the opposite is true.

THINK! needed to empower young men to set a new good driving ‘standard’ for themselves, and their mates, by challenging the outdated masculine norms they have on their driving. And, to enable these young drivers to establish a new positive conversation and driving culture around being a ‘Good Driver’, based on following the rules of the road.

It was a challenge they couldn’t face...