Young drivers are a demographic that is consistently overrepresented in traffic crashes. Motor vehicle crashes are the leading cause of death for teenagers in the United States. In fact, eight teenagers aged 16–19 died every day from motor vehicle injuries during 2009. Drivers in this age group are four times more likely to be involved in a crash than their older counterparts. This creates a tremendous need for countermeasures to address this growing problem.

Educational efforts have historically been used to target young drivers. Lack of experience contributes to their crashes, and effective messaging has the potential to affect their driving habits for the long term.