Local anti-speeding publicity achieves national acclaim.
3 Nov 2005

A series of anti-speeding publicity campaigns put together by the West Midlands Casualty Reduction Partnership, along with the seven other Midland Safety Camera Partnerships have received national acclaim in the form of a commendation from the Prince Michael International Road Safety Awards. The hard hitting campaigns that have run across the Midlands are designed to persuade speeding motorists to change the way they drive.

The campaigns have been based on the findings of a detailed research project into driver attitude and behaviour towards speed and have incorporated feedback from drivers on the type of images and messages that would best encourage them to slow down.

'Excuses' targeted 25-34 year old drivers who reported that they often drive under pressure and regularly and knowingly exceed the speed limit. The advertising material used common excuses given for speeding such as 'Running late?' alongside dramatic images of the aftermath of crashes to encourage them to make the connection between speeding and the increased the risk of crashing.

The more recent 'It's not impressive' campaign was designed to bring home the consequences of speeding to teenagers and young adult drivers. The campaign played on these drivers concerns that their fast driving could result in someone close to them being killed or injured. The strap lines of 'Out with your mates?' and 'First date?' were used alongside hard hitting visuals of the aftermath of a collision.

Partnership spokesman Adam Warwick said:

"I am very pleased to have received this commendation. A lot of hard work has gone into creating the campaigns which seem to have really hit home with drivers."

"Some people will be shocked or upset by the very real images shown in the advertising campaigns, particularly if they have been affected by the trauma of a road traffic collision. However, one of the key lessons we have learnt from talking to 2,500 drivers across the Midlands is that if we want to slow people down we have to make them aware that the potential consequences of driving too fast can be truly horrific."

Adrian Walsh, Director of the Prince Michael International Road Safety Awards added:

"Prince Michael Road Safety Awards and Commendations are presented to individuals, companies or organisations in recognition of their outstanding contribution to improving road safety."