2009 was the safest year on record on Irish roads since records began in 1959. There were 240 deaths on Irish roads, which represent a 14% reduction from 2008 figures. Despite these improvements, 40% of all road deaths in 2009 occurred in those aged under-25 years of age. Globally road traffic collisions represent the principal cause of ill-health and premature death for men aged between 15 - 44 years. In 2004, 75% of road fatalities in the EU were male drivers and 20% of road fatalities were road users aged from 18-24. This paper analyses the role that speed, alcohol, dangerous driving, drug taking, fatigue, mobile phones, seat belt wearing and music play in shaping young male driver behaviour. The aim should be to understand these variables and how they interact in order to develop better social marketing campaigns aimed at changing the attitude and behavior of young male drivers.