There is a wealth of casualty data showing that young drivers are at a much higher risk of causing a road accident than older drivers. Around 40% of 17 year old males have an accident in their first six months of driving, and road accidents are the single biggest cause of accidental death for young people aged 15-24.

Leading tyre manufacturer, Goodyear, is attempting to accelerate its Driving Academy PR campaign with the addition of a Parent Pack. Goodyear’s new campaign, “Parents Matter”, will help parents to educate their children on road safety.

In order to put the brakes on the amount of young driver accidents, Goodyear is expanding its Driving Academy programme to incorporate a “Parents Matter” Pack. In a typical week, Goodyear estimates that the average parent spends 3 hours and 34 minutes in the car with their offspring. Instead of wasting this time, Goodyear is urging parents to seize the opportunity to educate their child on road safety. The parents pack is designed to help parents educate their children quickly and easily with suggested content topics and fun educational games covering a range of core driving topics.

Kate Rock, consumer and brand PR manager at Goodyear Dunlop Tyres UK, says Goodyear is looking forward to spreading the message about “The crucial role early road safety and driving education can play in helping to reduce young driver accidents on our roads.”

The Goodyear Driving Academy was set up in 2012, and has so far targeted 11-16 years old students through the use online gaming and school education programmes. Students can even get behind the wheel with a qualified driving instructor, who teaches them the basics of driving in a safe and controlled setting.

The campaign will be driven forward by communications consultancy Bottle PR.