Twitch driving challenge encourages young men to be safe behind the wheel

Good Driver is designed to connect with young men. The innovative campaign dispenses with lecturing from voices of authority to instead encourage participants to learn from their own mistakes in a safe environment while having a little bit of fun in the process.

This organic approach sees popular Twitch streamers sips_ and KingJae affix learner plates to their virtual vehicles and take turns as mock instructors gauging each other’s driving skills for your viewing pleasure.

This saw both gamers go head-to-head in the Shotgun Duo Challenge, with points earned for safe driving translating into channel subscriptions.

Conceived as a means of communicating road safety issues to a demographic that can recoil from authority, the fun challenge addresses a serious issue, with over half of young men polled by Think! admitting to breaking the speed limit when in a hurry. Additionally, 17-24-year-old men are more likely to use a handheld device while behind the wheel amid the widespread belief that risks are acceptable on the open road.

Such sentiments mean that young male drivers are four times more likely to be killed or seriously injured on the road than drivers aged 25 and up.

To ensure messaging reaches as broad an audience as possible, Think! will run complementary video advertising across Twitch in the UK in a campaign devised by the platform’s in-house Brand Partnerships Studio.