A new digital audio advert has launched using BBC and Netflix TV stars to deliver road safety messages to young drivers.

The campaign aims to remind young drivers that conditions on rural roads can change quickly and to watch their speed

Actors Hugo Chegwin (DJ Beats in the BBC mockumentary People Just Do Nothing) and Kadeem Ramsay (Kit in Netflix’s Top Boy) have paired up with Think!, the Government’s road safety campaign, to warn drivers to slow down on rural roads.

The series of adverts are formed around a fake radio station ‘UnXpected FM’, hosted by DJ Beats and Kit, and using real-time dynamic weather data to deliver messaging specific to dangerous road conditions such as ice, wind or rain.

The campaign targets men aged 17 to 24 – who particularly underestimate the risks of driving too fast for the conditions – through radio and audio streaming platforms such as Spotify and DAX.

With only 32% of young men considering speeding to be very risky, despite the fact that speed kills or injures 58 young people every week, the campaign aims to remind young drivers that conditions on rural roads can change quickly and to watch their speed.

Guy Opperman, Roads Minister at the Department for Transport, said: “We hope this fresh campaign cuts through to young men, who statistically are the most likely to drive too fast on rural roads and in dangerous conditions.”

It’s part of the Think! campaign’s work to save lives. Last year’s speeding campaign saw 80% of the young audience say they had taken action as a result of seeing it.