I think it's hard to answer your question without first identifying the groups of people who are more likely to become interested in advanced driving. I can think of three such groups although maybe others here will disagree, perhaps vehemently.
I think the first two groups are obvious, they being people who have had a scare and want to improve their driving, and people who have had a brush with the law and it's troubled them. A third might be those who are enthusiastic drivers and want to become better drivers.
Now I think of it, I can identify a couple more groups. One is widows whose husband always used to drive them everywhere, and now they're left to fend for themselves or, perhaps more generally, nervous and inexperienced drivers. The other is young people who have had to grow up after they've started a family, and the responsibility of carting their youngsters around is preying on their minds.
martine wrote:What might work?
In most of the groups I've identified, letting them know that there is something that can help resolve the issues about driving that bother them. I don't know how this could be managed at minimal cost though.
martine wrote:How do we attract younger drivers?
I'm not sure that's possible, by and large, for organisations that feel the need to be seen to obey the law. A lot of it depends on how young ... Of course some will be old beyond their years and have a larger measure of social responsibility, but the ones most at risk are the ones that choose most obviously to indulge in risky behaviour. It might be possible to sell them on the idea that it is possible to be a more skilful driver, and that driving well can be fun.
there is only the road, nothing but the road ...