Young drivers across Norfolk are being urged to think twice about risky driving as Norfolk Police joins national campaign.
Running now, until the 4 October 2026, Norfolk Police are supporting the National Police Chiefs’ Council campaign which aims to highlight the risk to young drivers on our roads.
Created by the Safer Essex Roads Partnership and inspired by gaming culture, we’re using ‘There are no respawns’ to challenge perceptions around what makes a good driver and encourages passengers and friends to speak up when they witness dangerous behaviour behind the wheel. The initiative highlights a simple but important truth- while games offer unlimited chances to restart, real life does not.
The campaign focuses on young drivers aged 17 to 25, who continue to be disproportionately represented in serious and fatal road traffic collisions.
The message is clear, there are no respawns. Real skill is not about speed. It’s about staying in control, making good decisions and getting everyone home safely.
Officers are encouraging young people to challenge risky behaviour, speak up if they feel unsafe and support safer driving habits among their peers.
Research consistently shows that speed is a significant factor in many serious collisions involving younger drivers, with overconfidence, distraction and peer pressure often contributing to poor decision-making behind the wheel.
Chief Inspector Gary Miller of the joint Roads and Armed Policing Team, said: “Young drivers make up a relatively small proportion of licence holders, yet they remain overrepresented in serious collisions. We want young people across Norfolk/Suffolk to consider what it truly means to be a skilled driver.
“Driving fast is not impressive. Real driving skill is about being in control, anticipating hazards, protecting your passengers and arriving safely.
“This campaign also empowers passengers and friends to speak up when something doesn’t feel right. A genuine friend would rather have an awkward conversation than see someone seriously injured or killed.
“Every journey involves choices, and every choice matters. There are no respawns on our roads.”
