Road crashes are the leading cause of death amongst 16-25 year olds in the UK.
The reality is that most serious injuries and deaths could have been avoided for want of a small change like wearing a seatbelt, slowing down a bit or not answering that text message.
The Honest Truth is all about challenging the attitudes and behaviours of the next generation of road users as drivers and passengers through effective education.
Animal heads on human bodies… why?
Ten years ago the concept of the animal heads depicting risky driver behaviour was born after discussions within the team about driver behaviour – one of the team members had children that used to chimp around in the back of the car! And so the idea quickly took off…
Animal heads are used to highlight traits within drivers and passengers that might not always be visible to them or others, but which increase their risk of being involved in a crash on the roads. For example, the cheetah represents speeding drivers.
Safety messages are represented by specific animals whose characteristics, either physical or behavioural, are believed to represent one of the key safety messages (e.g. a parrot and mobile phones – parrots speak, and speaking associated with mobile phones). These are paired with a ‘tag line’ with a road safety fact (e.g. ‘Drink stays with you longer than you think’), or an important safety message (e.g. ‘Speed is a limit, not a target).