New campaign brings gaming culture and influencer voices together to deliver a serious message: on the road, there are no second chances
You can reset a game and start again, but you can’t do that on the road.
That is the hard-hitting message behind the Safer Essex Roads Partnership’s (SERP) latest speed campaign, There Are No Respawns, which is bringing together gaming-inspired content and some of Essex’s most influential social media voices to challenge young drivers to rethink speed.
Playing across Essex cinemas, social media and digital platforms, the campaign puts a familiar gaming concept into a very different setting – reminding young people that while a game can give you another life, a split-second decision behind the wheel can change lives forever.
The SERP has teamed up with Essex-based content creators Alexis Cassar, Reid Card, Aki Suthakar and Jodi Stottor, whose combined social media reach extends to hundreds of thousands of young people.
The creators are using their platforms to challenge risky driving, encourage positive peer influence and remind their followers that speaking up when a friend is driving dangerously could make all the difference.
Content creator, Aki Suthakar, said: “I’m participating in this campaign because no matter how good a driver you may be, you’re not the only person on the road. Someone could make one small mistake, to end up impacting countless lives.”
Internet personality, Reid Card, added: “I’m pleased to support this important campaign, which highlights the serious consequences of speeding and the role we all play in keeping our roads safe. Even small changes in speed can make a significant difference, helping to reduce the risk and severity of collisions and protect lives.”
The campaign comes as young drivers, particularly young men, continue to be disproportionately represented in serious speed-related collisions.
Between 2023 and 2025, 986 people were killed or seriously injured in collisions where speed was a contributory factor. Nearly one in three (29%) of those casualties involved a speeding driver aged under 26, and almost nine in ten (88%) of those young drivers were male. Speed remains a priority for law enforcement, with nearly 124,000 motorists caught speeding in the last year alone.
The campaign calls on everyone to play their part. Young drivers are being urged to watch their speed, while passengers are encouraged to speak up if a driver is making them feel unsafe.
To watch the campaign videos, find out more about the creators involved, or learn how you can help make Essex roads safer, visit: www.saferessexroads.org/no-respawns or follow the hashtag #NoRespawns on social media.
