Shock advertising has no impact on driving of young motorists, says research

One presentation on the dangers from 80km/h roads explained how for younger people, the car could be 'one of the few places where they experience freedom and control'. File photo

Road safety research showed that shock advertising was proving ineffective with young men who love driving, think they ‘know’ the roads, and overestimate their motoring skills.

In a series of campaign presentations and internal briefs, the Road Safety Authority (RSA) was told that poor driving was reinforced by the fact younger people believe they will never be caught.