 |
|
- The Essex Casualty Reduction Board
- > Other Information
- > Campaigns
- > Speed
Speed
THINK! strategy for urban speed
The aim of our campaigns is to illustrate the dangers of speeding and encourage people to drive at speeds appropriate to the conditions by pointing out the incremental danger of even relatively small increases in speed.The 'Live with it' campaign asks drivers to consider the long term impact on their own lives if they kill a child while speeding. The TV ad shows how a man who has knocked down a child while driving too fast on a 30mph road is haunted by an image of the dead boy. As the man continues the everyday aspects of his life: working, travelling and shopping, an image of the lifeless boy he has killed appears to him. This is a powerful portrayal of the long term psychological trauma suffered by the driver and reinforces the line: It’s 30 for a reason.
The aim of our campaigns is to illustrate the dangers of speeding and encourage people to drive at speeds appropriate to the conditions by pointing out the incremental danger of even relatively small increases in speed.The 'Live with it' campaign asks drivers to consider the long term impact on their own lives if they kill a child while speeding. The TV ad shows how a man who has knocked down a child while driving too fast on a 30mph road is haunted by an image of the dead boy. As the man continues the everyday aspects of his life: working, travelling and shopping, an image of the lifeless boy he has killed appears to him. This is a powerful portrayal of the long term psychological trauma suffered by the driver and reinforces the line: It’s 30 for a reason.
The facts
Speed is still one of the biggest contributory factors in fatal road accidents. In 2008, 4,685 people were killed or seriously injured (KSI) in crashes where a speed contributory factor was reported; 586 of these were fatalities. (Source: RCGB 2008)
THINK! strategy for rural speed
Although the national speed limit applies on the majority of rural roads, most drivers do not exceed it on them - the major problem is driving too fast for the conditions. The rural speed component of the THINK! speed campaign focuses on the dangers of driving at inappropriate speeds on rural roads. It is particularly targeted at young, male drivers and habitual speeders.
Although the national speed limit applies on the majority of rural roads, most drivers do not exceed it on them - the major problem is driving too fast for the conditions. The rural speed component of the THINK! speed campaign focuses on the dangers of driving at inappropriate speeds on rural roads. It is particularly targeted at young, male drivers and habitual speeders.
The facts
- Car drivers and passengers are three times more likely to die on a rural road than a busy street.
- In 2006, more than 60 per cent of all deaths due to road accidents were in rural areas.
- The people most at risk on rural roads are young men, predominantly aged between 17 and 39.
| Copyright | Privacy | Help | Site map | Accessibility | Report an error |