STANDING UP FOR LEARNER DRIVERS


MARMALADE

Newsfeed PR were set the challenge to differentiate Marmalade’s learner driver insurance policy in a crowded market by demonstrating its ongoing support for the learner driver community.

To get to the heart of the issues facing learner drivers Newsfeed PR drafted a questionnaire that was distributed to Marmalade’s driving instructor network.

The survey found that one in ten learner drivers has quit due to abuse from fellow road users, a shocking statistic that made it clear more needed to be done to protect young drivers.

In response to the findings Marmalade launched a petition calling on the government to impose tougher penalties on road users who act dangerously towards learner drivers.

The petition and research findings were distributed to media supported by an edit of driving instructor dashcam footage showing aggressive and dangerous driving aimed at learner drivers. Journalists were also able to interview driving instructor and learner driver case studies that had experienced aggression on the road first hand.