Young drivers on rural roads remain a critical road safety priority. In Warwickshire, young drivers are over-represented in rural road collisions, relative to their share of the driving population: they account for 21% of crashes and 31% of deaths despite making up only 8% of drivers.

Rural roads present distinctive risks, particularly at bends and junctions, with two-thirds of critical speed incidents occurring at junctions. Behavioural insights from this project help to explain what sits behind these worrying statistics: young drivers are more likely to overestimate their ability, and underestimate rural road risk. Young male driver behaviour is driven by identity, ego and reward-seeking, contributing to speeds that are inappropriate for the level of risk. The rural road environment further compounds risk: country roads offer fewer visual cues to signal danger, making them appear safer than they are, especially to inexperienced drivers.

This presentation shares the development and delivery of a combined, roadside intervention on the Fosse Way and a digital campaign. Both are designed to reduce inappropriate speed among young drivers applying a layered strategy across real-world and online environments.

A distinctive feature of this programme is the use of digital ethnography and co-design with young drivers, who helped shape the campaign creative and wider intervention approach. Working in this way has ensured co-produced content is locally grounded, behaviourally informed and relatable to the audience.

Nicola Wass, CEO and Founder, SoMoCo

Nicola Wass is the CEO and Founder of SoMoCo. She brings the human perspective to the heart of policy, service, and intervention design.

Her clients include national and local government including Highways England, UK local authorities, Hospital Trusts and global NGOs.

Never afraid to follow paths that seem counter-intuitive, Nicola is valued for her ability to challenge conventional thinking, engaging clients, and contributors as willing partners on the journey.

Her work has featured on: Good Morning Britain, Radio 4 ‘You and Yours’, Wright Stuff, The One Show and also in national newspapers including the Times and the Telegraph.