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Launching: The ingenie Parent Manifesto

Tania

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.

First Gear

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.

First Gear of the ingenie Parent Manifesto

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.


Honor Clement-Hayes

By Honor Clement-Hayes

Honor joined ingenie in 2014 and is in charge of words on the Young Driver's Guide and blog. Her first car is a Peugeot 206 cabriolet, which is a very sensible choice for the British climate. Follow her on .

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ingenie is a car insurance brand for young drivers aged 17-25. We fit a black box in your car to assess your driving style. We'll review your policy 3 times a year and those who drive well could receive a discount.

Find out more about ingenie

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