The Deadly Mates website was launched at the end of 2006 to tackle the high number of deaths amongst young people on Welsh roads. Young drivers are involved in a higher proportion of road collisions than anyone else – more than 1,000 young lives are lost every year in road crashes.
The Deadly Mates campaign is based around a very simple idea – everybody has friends and everybody has aspirations. The campaign introduces a group of friends who all have plans for the future and suggests that, if one of the friends drives too fast, he can wipe out his/her mates’ future in an instant. We all have friends who scare us a bit when they are driving – why should you die next to them?
http://www.deadlymates.com/ defines a Deadly Mate, encourages young people to do something about them by having the courage to ask the driver to slow down.
The main target age group for this campaign is 16 to 24 year olds and the website is aimed at drivers and non-drivers. We hope that the Deadly Mates campaign will engage young drivers and their peers and encourage them to consider the very real consequences of speeding.