A campaign from the Council for Safe Traffic and TrygFonden aims to prevent young men from driving drunk. The campaign consists of two films that have been tested with facial coding to measure the emotions of the target group. The films show different scenarios where friends intervene before someone drives with too high blood alcohol level. The campaign hopes to inspire a more reflective dialogue among the young and create a real change.

“As a young person, you have a higher risk of getting injured in traffic than other age groups. And traffic accidents are one of the main reasons why 17-24-year-olds lose their lives. The TrygFonden and the Council for Safe Traffic want to change this through a campaign aimed at 17-24-year-olds.

Young people often crash because they drive too fast, are inattentive, don’t wear seat belts, drive with drugs in their system, or drive under the influence of alcohol. And sometimes all at the same time.

17-24-year-old drivers also lack experience, and at the same time, biology plays a role. Our brains are usually fully developed only when we are in our mid-20s. Before then, it can be harder to think long-term and foresee consequences. Additionally, young men produce more of the male sex hormone testosterone, which can mean they become more willing to take risks.”

Find more from Rådet for Sikker Trafik (Denmark, 2022)