Hey Big Boy, Max Your Driving!

These are the words of Max Power, a fast-talking magazine serving up a monthly fix of racy cars and even racier women to a hot-blooded male audience.

From this week, that same language will be used to try and do something the Government has consistently failed to do - to promote safer, more advanced driving among young British drivers.

Max Driver is a new initiative which sees an unlikely pairing between Max Power magazine and the Institute of Advanced Motorists (IAM). And it's backed by Honda, a brand which is becoming increasingly respected and popular among the "Max Power generation".

Young male drivers are the most at-risk group of motorists in the UK - they are also the hardest group to influence. Max Power has had extensive experience of promoting specialist road safety information and other hard-hitting topics in an easy to read, fun and non-preaching way.

Max Power recognised the quality and potential of the IAM advanced driving scheme and saw that in a repackaged format it could be made to appeal to young, brand conscious drivers. For the young driver, the