Launching: The ingenie Parent Manifesto
Pretty much all this year, we've been squirrelling away at one of our best campaigns ever. EVER.
After 6 years of blabbing on about young drivers, we figured it's time their parents got a bit more attention. And maybe a bit of a telling-off too.
Why we zoned in on parents
A position of influence
We've always known that parents have a big influence over their child's learning to drive experience.
We can see in our own community that drivers who share their feedback with their parents have a lower risk of crashing, and I recently found out that 61% of 18 to 24s see one of their parents as a best friend, compared to much lower figures for older 'millennials'.* That's a position of immense influence.
The government is focusing on parents
The government's road safety promises for the next few years, launched in late 2015, included a focus on helping parents support their children on their journey to safe driving for life. This was music to our ears because we'd already started planning our Parent Manifesto.
Parents need more help
It's been a year since we launched our Parent's Guide, the partner to our Young Driver's Guide. It's a step-by-step manual to starting hazard perception practice, choosing a driving instructor, private practice, staying calm for the practical test, and how to talk about safe driving in the years after.
Now, we're going bigger. Our most in-depth campaign ever is made up of 5 gears, covering the most important parts a parent needs to play in the learning to drive process.
Although the ingenie community is made up of drivers between 17 and 25, the attitudes that go into making someone a safe driver have to start being built a long time before. And who do they look to for what good driving is? Mum and Dad, of course!
First Gear is about taking a look at how you drive as a parent. Children spend around 7 hours a week in the car with their parents, and they've been shown to pick up on much more than you'd like to admit.
We decided to launch our own survey of what children think of their parents' behaviour in the car, as well as filming 2 children talking about their parents on camera - with poor Mum and Dad listening in.
Five gears, 5 big focuses for parents. Let's go.
Visit our new Parent Manifesto area to watch the First Gear video.
It's so honest it's painful.
* Ashamed of myself for using the m-word.