Being an IAM RoadSmart ambassador and changing perceptions David Gallagher - Younger Driver Ambassador Being an IAM RoadSmart ambassador and changing perceptions

Who are the ambassadors? Maria Costello MBE Rally driver Peugeot brand ambassador 2016 ladies fia European rally champion Catie Munnings Driver Ambassador Rider Ambassador Motorcycle Racer Paddy Hopkirk MBE Young Driver Ambassador IAM Observer and Masters David Gallagher Mature Driver Ambassador Rally driving legend Mini brand ambassador

Young drivers The data for young drivers is striking. Drivers aged 17-19 make up under 2% of UK licence holders 9% are involved in fatal and serious crashes, with 1 in 5 having a crash within the first 6 months As a leading road safety charity we believe vulnerable audiences should be better supported, with under 1% of our membership being under 26, this signposts the need for the role.

The role of Younger Driver Ambassador The Younger Driver Ambassador is a unique, innovative and proactive role - promoting IAM RoadSmart’s charitable aim to support younger drivers My focus attracting young drivers to advance their driving skills and taking on-board their feedback so that we are retaining them as members or associates.

What the role entails Educational Visits IAM RoadSmart local groups 3 IAM RoadSmart local groups Local Young Driver Representatives Representing IAM RoadSmart at Events Educational visits to discuss why advancing driving skills is important and relevant for young drivers Visits to IAM RoadSmart local groups to discuss ways of better engaging with a younger audience Helping to set up local area young driver representatives Representing IAM RoadSmart as a brand at events

Why is this unique IAM Road Smart is the only road safety Charity to have a Young Driver Ambassador A full role – I get involved in many aspects, not just photo shoots The role has attracted media and industry interest; with interviews and new contacts from organisations focussed on young drivers.

Facing challenges head on With the continued increase in brand awareness, particularly among young drivers and riders, this initiative has benefited IAM RoadSmart by tackling areas of weakness head on IAM RoadSmart has listened to issues identified by all drivers, in particular younger drivers and have released education modules to help.

Leading the way IAM RoadSmart is leading the way for young drivers to get involved in road safety: Having an advocate that young people can relate to, has improved communication channels for young people, providing an opportunity for their opinions to be heard More importantly, allowing the generation who will be dealing with the changes to have a voice in the development stages. I am pleased IAM RoadSmart are positively proving benefits and potential from this role as it enables them to understand the generation that will be the change. Young drivers and riders who are the future of the organisation can get involved, its also set a model for other companies to encourage and provide similar roles.

“Young people need models not critics” John Wooden US basketball player and coach

Thank you for listening.