Isle of Wight Council

04 Oct 2022

Road safety campaign launches

A road safety campaign is raising awareness of some of the main reasons why people are killed or seriously injured on the Island's roads.

The scheme aims to improve driver behaviour through a simple picture based reminder of the factors present in almost all major and minor collisions.

These are: inappropriate speed, in-car distractions such as using a mobile phone while driving, not wearing a seatbelt, drink/drug driving and following too close —  tragically titled the ‘fatal five’.

Building on similar initiatives developed by the fire service and police, the campaign features simple safety messages in the form of circular 'pictogram' stickers with an overarching message: 'It's not worth the risk'.

Adding these stickers to council vehicles will give motorists numerous opportunities to see these key road safety messages on every journey, at the very time and place they are most relevant — on the road.

The campaign is being backed by the Isle of Wight Ambulance Service, Island Roads and waste provider Amey with many of their vehicles displaying the stickers.

Lewis Campbell, the council's road safety officer, said: "The majority of motorists drive safely and would not take unnecessary risks which compromise their safety and the safety of others, but there are a small minority who do.

"Seeing these pictograms will remind all drivers of safer driving behaviour, and hopefully changes the driving habits of risk-taking motorists.

"This campaign aims to raise awareness of contributory factors which are common in road traffic collisions, namely speed, in-car distractions (such as using a mobile phone), lack of seat belts, alcohol or drug use and keeping a safe following distance.

"Combined, these factors were present in 41 per cent of all road traffic collision related casualties within the past five years."

Councillor Karen Lucioni, Cabinet member for community safety, added: "The pictures are being used to communicate the message that roads are dangerous and care needs to be taken.

"We want these symbols to give people that little nudge to drive more safely. The 'Nudge' theory is a widely acknowledged behavioural science concept that subtle, indirect suggestions can influence motives and behaviour change.

"Thank you to our partners who have applied the branding to their vehicle fleets, enabling a wide reach across the Island.”

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The campaign is being backed by the Isle of Wight Ambulance Service, Island Roads and waste provider Amey
The campaign is being backed by the Isle of Wight Ambulance Service, Island Roads and waste provider Amey
Factfile
  • The scheme aims to improve driver behaviour through a simple picture based reminder of the factors present in almost all major and minor collisions.
  • The campaign features simple safety messages in the form of circular 'pictogram' stickers with an overarching message: 'It's not worth the risk'.
 
Isle of Wight, UK