Tipp FM's road safety awareness campaign is focusing particularly on young and inexperienced drivers.
So far this year 8 people have lost their lives on Tipperary's roads – this compares with 4 for all of 2015.
Dr Kiran Sarma is a lecturer in psychology at the national university of Ireland in Galway where he leads a Research group on risk taking and extreme behaviour
Speaking to Fran Curry on Tipp Today he said prehistoric man's hunter gatherer instinct contributes to the behaviour of younger drivers.
