Ajzen's theory of planned behaviour was used to measure the attitudes and intentions of a large stratified sample of drivers (N = 881) towards four driving violations. Measures were taken of respondents' attitudes to four imaginary scenarios depicting their commission of the four violations concerned. Demographic subgroups of drivers within the sample were differentiated on the basis of their beliefs about and evaluations of their commission of the violations. We were able to identify attitude items differentiating the younger, statistically more "accident liable" drivers in the sample from their older, and statistically safer counterparts. The implications of using this approach to inform future road safety campaigns are discussed.