Think!

Information on Rural Speed can be found here .

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 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.

Results

A combination of engineering and enforcement measures alongside the education campaigns have seen some improvements in speeding behaviours.  For example, in 1995 72% of cars exceeded the speed limit on 30mph roads; by 2005 this had reduced to 49%.