Organisation: More Than

Analysis and commentary by Echo Research.

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Insurance company MoreThan generated solid coverage of its new DriveTime policy for young drivers last week. "Early-night deal for young drivers" (Guardian, 4/8). Despite some tongue-in-cheek commentary, "Cheap insurance - as long as you're asleep" (thisismoney.com, 4/8), MoreThan's messages were clearly relayed in the media, from the factual criteria concerned with the policy, to the aim of helping to reduce the number of young driver night-time accidents. "High accident rates for young drivers on the roads at night are a major issue and we have been working to come up with a solution to reduce these", said head of DriveTime Bryan Turner, under the Daily Telegraph headline "MoreThan shines light on cutting toll of young drivers" (5/8).

Criticism was limited with the headline "Bargain that puts brake on night drivers is under fire", proving the exception (Manchester Evening News, 5/8). Indeed, the DriveTime policy attracted significant industry support for both reducing driver risk, and lowering insurance premiums for the young. Road safety charity Brake said, "We welcome the DriveTime scheme as an excellent first step" (Mary Williams - CEO, myfinances.co.uk, 4/8) while Richard Mason, director at comparison website Moneysupermarket.com, described DriveTime's "curfew approach" as a "positive step" (Sunday Times, 6/8).