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Ready to Pass? campaign paid for media activity and toolkit

• March 4, 2024 
• 11:34 am 
• No Comments 

Waiting times for driving tests are longer than normal and the Driver Vehicle Standards Agency (DVSA) is working hard to reduce them. The long driving test waiting times are changing the behaviour of learner drivers, meaning that they are booking their test before they are ready.

The national average driving test pass rate for January 2024 was 47.2 % and 1 in 5 learners admit that they only felt somewhat prepared for their driving test.

To help address this issue DVSA is launching its second round of paid for media for the Ready to Pass? campaign. To help raise awareness with learner drivers and those supporting them through the learning to drive process on the tools and resources available to them. This includes:

• learning the 27 skills they need to pass their test and be a safe driver
• tips on how to manage their test and driving nerves
• encouraging them to have a realistic mock test
• promoting the benefits of taking private practice between driving lessons

This activity aims to extend the reach and awareness of the campaigns ongoing no cost activities. This includes messages to learner drivers, their family and friends and their approved driving instructor to encourage them to access the resources available to them.

It also encourages learner driver to only take their test when they are ready to do so and delay it if they are not ready. The paid for media will run adverts on; other websites, on Facebook, Instagram, Snapchat and Reddit and on sponsored search results in Google.

All of the messages signpost audiences to the Ready to Pass? campaign website and the resources, tools and tips available to them.

How you can support the campaign

DVSA welcome support from partners in sharing the campaign assets via your channels – Ready to Pass campaign toolkit.

You can download a copy of all the campaign assets from Friday 8 March 2024 from the campaign resource page of the ready to pass website. In the meantime here is one of statics images that you can use.

If you would like any further information about the campaign and how to support email ready.to.pass@dvsa.gov.uk