Young people are some of the most at-risk road users, with those aged 16–24 disproportionately involved in incidents on our roads. Between March 2022 – February 2025, 449 young people aged 16-24 were Killed or Seriously injured on Surrey’s roads and represent 20% of road casualties in the county. But a new campaign from Surrey RoadSafe, launching this September, aims to turn the tide by giving young people the tools, confidence, and motivation to make safe choices every time they travel.
Running from 1 September to 5 October 2025, It’s Your Move will inspire young drivers, cyclists, passengers, and pedestrians to see road safety not as a restriction, but as a smart, confident and socially respected choice. With the empowering tagline “Your road. Your safety. Your move.” the campaign will encourage young people to focus, stay aware, and travel with purpose during the busy back-to-school season.
The campaign is designed with young people at its heart. A mix of social media carousels, reels, and story templates will be shared online, offering relatable, shareable content that highlights everyday opportunities to make safer choices. The new Surrey RoadSafe Instagram account has also been launched, to bring these messages directly into the spaces where young people spend their time online.
Beyond digital channels, It’s Your Move will also be visible in the places where young people live, study, and socialise. Colleges, sixth forms and universities across Surrey are being invited to take part, with free engagement packs available containing posters, resources, and merchandise to help spread the word on campus.
Interactive learning will feature in the campaign through Hazard Hero – a digital hazard perception game from Co-Pilot. Designed to test new drivers’ skills in spotting and managing risks on the road, the game offers prizes for those who prove themselves the most heroic behind the wheel.
By making safety part of a lifestyle young people are proud to be part of, we aim to shift attitudes, create stronger social expectations for safe travel, and reduce risky behaviour on the roads.
