Talking/Texting whilst driving do not mix! New radio campaign launched
31 Jan 2009

West Midlands Casualty Reduction Scheme have launched a local radio campaign to remind drivers of the consequences of texting and talking on mobile phones with the aim to persuade drivers to change their behaviour and ultimately improve road safety and reduce the number of collisions which have mobile phone usage as a contributory factor.

Research shows that reaction times for drivers using a handheld mobile phone are 30% worse than driving under the influence of alcohol at the legal limit and drivers are four times more likely to crash whilst using a handheld mobile phone. Only a quarter of drivers say they would never answer a call while driving.

The campaign will run on Heart 100.7FM and Galaxy 102.2FM radio stations from 2nd February 2009 to 29th March 2009 using a number of impactive radio adverts, promotional winning weekends and sponsorship of Traffic & Travel.

Lisa Newmarsh, Scheme Support Manager said: 

"Mobile phones are a distraction when driving, they affect both concentration and anticipation. When your mobile phone rings whilst driving or you receive a text message, think before you answer…not only could you be facing a £60 fine and 3 penalty points, there could be more serious consequences—such as injury or death to yourself or others. It doesn't take a minute to pull over and return the call. Callers themselves also play an important role—if you realise someone is driving when you call them, hang up immediately and ring back when convenient."

New vehicle activated signs in Birmingham
29 Jan 2009

New vehicle activated speed warning signs have been installed on roads throughout Birmingham in a bid to improve road safety. The signs have been placed on roads selected by Birmingham City Council and the West Midlands Casualty Reduction Scheme due to a particularly high number of collisions or concerns about speeding vehicles.

Among those sites selected are several existing safety camera sites. It is hoped that the signs will help to remind motorists of the speed limit. Vehicle activated signs have now been installed on approach to safety cameras on A38 Bristol Road, A45 Coventry Road, A34 High Street, A4540 New John Street West and A4540 Watery Lane Middleway.

Vehicle activated sign on approach to safety camera sites on Watery Lane Middleway.