The Road Safety Issue In Britain 1,200 young drivers between the age of 17 and 24 are killed or seriously injured on the roads every year. This represents 52% of all UK road deaths but this age group only represents 16% of driving license holders. Compared with driving alone, the risk of a fatal collision for young drivers is 39% higher with one passenger, 85% higher with two, and 182% higher with three or more.    Well Researched The Partnership for Road Safety in the North West of England (Road Safety North West) conducted in-depth research with young drivers and passengers and learnt the shocking truth about the risks they take when their parents are not in the car. The study of 14-21 year olds proves they behave very differently behind the wheel when they are with their friends, causing intense levels of distraction. ‘More relaxed’ is how they describe their behaviour, but this harmless phrase actually means they do not wear seatbelts, drivers talk and text on their mobile phones, they drive faster to impress the opposite sex, girls put on make-up, they eat, drink, light cigarettes, play loud music and generally show off. This ‘multi-tasking’ is often achieved by steering with elbows or knees with their eyes off the road.   As the car travels along, passengers freely admit to moving about and even dancing, hanging out of windows and shouting to attract attention, pulling up the handbrake unexpectedly and fiddling with lights and stereo equipment to annoy the driver. ‘Big’ nights out involving alcohol, further fuel immature behaviour such as nudging the driver, pulling the steering wheel and kicking the driver’s seat from behind.    The Innovation 'Speed Dating' is an original short video which creatively captures typical real life behaviour on the roads of North West England between opposite sexes. It spells out the possible consequences and the comments left by those who have viewed it on Youtube show that it hits home with real impact.  The video is also seeded elsewhere on Youtube using different key search terms that attract the young target audience and has been used by colleges across the North West in an email campaign to warn their students about the consequences of high-spirited behaviour during the Summer holidays. Tapping into innovative technology appropriate for the target audience and using well researched content, this video has been viewed by more than 660,000 people and this figure increases daily.