'2 Young 2 Die' is aimed at 15 to 25-year-olds, the age group most at risk to dying in a road accident.
A UK car insurance firm has unveiled its major new road safety venture.
The Co-operative Insurance said today that its initiative will work towards cutting young driver fatality rates. The scheme, carried out in collaboration with road safety charity Brake, aims to educate 15 to 25-year-olds in the UK on how they can best avoid dangerous behaviour on the road.
To this end, the Co-op's 2 Young 2 Die website, has been launched as part of the education scheme. It contains first-hand accounts of car accidents from young people, plus sections on speeding, drink-driving, fatigue, common roadside distractions and best practice for vehicle maintenance.
David Neave, director of general insurance at the firm, said: "The number of young people killed on our roads each year continues to paint a very worrying picture. We believe that education aimed at young drivers is key to reducing the number of young people killed on our roads."
Mary Williams, Brake chief executive, added: "Deaths and serious injuries of young people in cars devastate families and communities and it is our fervent hope that the site will save lives by giving young people the knowledge and awareness they desperately need to make safe choices. We urge young people, teachers and parents to visit the site and use it."
Official statistics indicate that road accidents are the single biggest cause of death for young British people and that an average 13 people in the 15-25 age group die on the road each week.
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