Safety Cameras shown to be working.
15 Sep 2005

Figures from the Government's independent four year report have just been released, showing overwhelming evidence that safety cameras are an effective way to reduce deaths and injuries on the roads.

From 2000 to 2004 areas operating within the safety camera programme have shown vehicle speeds, casualties and deaths to all be down. Overall 42% fewer people were killed or seriously injured at sites where cameras are now in operation. At camera sites there was also a reduction of over 100 fatalities per annum. The report shows that collisions in the West Midlands area have reduced well above the national average (64% reduction in those killed or seriously injured).

In addition for the West Midlands the report showed a 7% reduction in average speeds, a 35% reduction in drivers breaking the speed limit and a 72% reduction in vehicles travelling at more than 15mph above the limit.

In addition Alistair Darling also announced that from 2007 local authorities will receive additional road safety funding through the Local Transport Plan. West Midlands Casualty Reduction Partnership has always worked very closely with the 8 highway authority partners, and the new arrangements will provide even closer co-operation between the agencies involved.

Adam Warwick, Communications Manager for the West Midlands Casualty Reduction Partnership said:

"The Four year report issued today confirms what we have known all along – that cameras are an effective way to reduce deaths and casualties on our roads and it's great that West Midlands have performed so well. We welcome the Government's announcement that more money is to be allocated to local road safety initiatives and given the levels of success which cameras consistently deliver, there can be no doubt that they will continue to have a valuable role in the integrated road safety package."

Speeding – It's not impressive!
1 Sep 2005

Safety Camera Partnerships in the Midlands[1] have launched a joint campaign, aimed at 17 to 24 year olds, to help reduce casualties and deaths on the region's roads.

The campaign focuses on teenagers and young adults in common situations where speed and road safety may not pose an immediate connection. The campaign uses various straplines alongside hard hitting visuals of the aftermath of a collision.

Billboards, cinema advertising, internal train advertising and bus backs will run throughout the region for a month from Sept 9th. The campaign is also being promoted at Freshers Fairs and by viral email campaign to selected students across the Midlands. The campaign is targeting a difficult group, but draws on research showing that drivers of that age group don't make the connection between speeding and dangerous driving. The majority don't think an accident will happen to them and some even admit to getting a buzz out of driving fast.

The advertising has two executions 'First Date?' and 'Out with your mates?' and aims to bring home the consequences of speeding.

Adam Warwick, spokesperson for the West Midlands Casualty Reduction Partnership said:

"This is the largest campaign ever undertaken by Safety Camera Partnerships, and also one of the most graphic. We need to get across to young motorists that they have a responsibility when out driving. This group of drivers are the most likely to be involved in serious or fatal crashes on our roads, and the more we can do get the message out there, the better for all road users."

1. The Midlands Safety Camera Partnerships consist of; West Midlands Casualty Reduction Partnership, West Mercia Safety Camera Partnership, Warwickshire County Reduction Partnership, Leicester, Leicestershire and Rutland Safety Camera Scheme, Nottingham Road Casualty Reduction Partnership, Derbyshire Safety Camera Partnership, Lincolnshire Road Safety Camera Partnership and Staffordshire Casualty Reduction Partnership.