A NEW campaign has been launched to reduce the number of young driver deaths on rural roads.

The Drive it Home campaign is being launched during Road Safety Week by the National Federation of Young Farmers' Clubs (NFYFC), supported by rural insurer NFU Mutual.

Statistics show that rural young drivers are 37% more likely to have an injury collision on a rural road than those who live in an urban area (Road Safety Analysis 2012).

In the last two weeks, two of the federation's members were killed in a rural road traffic incident.

The majority of NFYFC's 24,000 members live and work in rural communities putting them in a high risk category for incidents on rural roads.

The lack of public transport links in many of these areas mean many NFYFC members have little option but to start driving young, it said.

The campaign is being supported by insurer NFU Mutual to highlight the inherent risks and responsible driving skills needed on rural roads.

The Association of British Insurers research shows that 27% of motor personal injury insurance claims over £500,000 resulted from a crash involving a driver aged between 17-24.

The Drive it Home campaign will work with road safety charity Brake to deliver road safety training to youngsters who will become ambassadors for safer driving in their local communities.

Brake senior community engagement officer Richard Andrew said: "Road crashes are the biggest cause of death among young people, so raising awareness of road safety is vital."

The campaign will also offer bespoke courses so youngsters can practice driving in challenging conditions and learn in a fun and interactive environment with young racing drivers.

NFYFC chairman Milly Wastie said: "As one of the largest rural youth organisations in the UK, we want our members to make a real difference and become ambassadors for safer driving.

"When I was 17 years old, I lost a friend in a rural road incident. It was the first funeral I had ever attended and to be for someone my own age was heartbreaking.

"His death could have been avoided by some simple training on how to tackle different driving conditions on rural roads.

"Having travelled around the country visiting different Young Farmers' Clubs there is always a memorial trophy or competition to remember somebody who lost their life in a car crash.

"Young Farmers are determined to change young driver attitudes and save lives on our rural roads."