Time to kill speed

Rutherglen Reformer - - Info..Info..Info.. -

New re­search shows that the ma­jor­ity (87 per­cent) of peo­ple in Scot­land think a col­li­sion with a pedes­trian at 30mph would not be fa­tal.

Yet pedes­tri­ans are seven times as likely to be killed if hit at 30mph than 20mph.

The find­ings of a sur­vey by the Scot­tish govern­ment and Road Safety Scot­land ( part of Trans­port Scot­land) come on the back of an in­crease in the num­ber of pedes­tri­ans be­ing killed or se­ri­ously in­jured in Scot­land, with 95 per­cent of th­ese in­jury ac­ci­dents hap­pen­ing on builtup roads.

A new cam­paign, called In Town, Slow Down, launches this week, and en­cour­ages driv­ers to re­duce their speed to al­low time to re­spond to the busy en­vi­ron­ment of built-up ar­eas and re­mind pedes­tri­ans and driv­ers to look out for each other.

The cam­paign will see pow­er­ful new vi­su­als high­light just how frag­ile we re­ally are, with a se­ries of peo­ple and sce­nar­ios such as a mother and pram, school­child­ren and el­derly peo­ple, de­picted as eggs.

The cre­ative shows each “pedes­trian egg” about to be hit by dif­fer­ent ob­jects of force in­clud­ing a brick and sledge­ham­mer, all rep­re­sent­ing a dif­fer­ent ve­hi­cle that could se­ri­ously in­jure or kill a pedes­trian.

The cam­paign is run­ning across mul­ti­ple chan­nels in­clud­ing ra­dio, dig­i­tal ad­ver­tis­ing, out­door, PR and so­cial me­dia.

Sten­cils of the cam­paign cre­ative will also be dis­played in pedes­trian en­trances to car parks in key pop­u­lated city cen­tres.

Min­is­ter for Trans­port and Is­lands Derek Mackay said: “We are com­mit­ted to achiev­ing safer road travel in Scot­land for ev­ery­one and this cam­paign re­minds peo­ple of the im­por­tance of driv­ing at an ap­pro­pri­ate speed for the en­vi­ron­ment and the con­di­tions in built-up ar­eas.

“We know the risks as­so­ci­ated with speed, which is why Scot­land’s road safety frame­work to 2020 has iden­ti­fied speed as a key pri­or­ity and in­cludes a va­ri­ety of mea­sures to tackle the prob­lem.

“Sim­ple mis­takes can have se­ri­ous con­se­quences for both driv­ers and pedes­tri­ans, which is why we’re re­mind­ing driv­ers In Town, Slow Down.”

The sur­vey also re­veals that al­most a third of driv­ers in Scot­land (30 per­cent) ad­mit to rush­ing through town if they are run­ning late for work or a meet­ing.

And 17 per­cent think it’s okay to rush to pick up the kids on time.

Pedes­tri­ans also ques­tioned as part of the sur­vey ad­mit to tak­ing risks while walk­ing through town when in a rush.

More than half say they walk through sta­tion­ary traf­fic (54 per­cent) with over two thirds (68 per­cent) of 17-24-year-olds do­ing this reg­u­larly.

Su­per­in­ten­dent Fraser Can­dlish, deputy head of road polic­ing at Po­lice Scot­land, said: “Re­duc­ing the num­ber of peo­ple killed or se­ri­ously in­jured on our roads is a pri­or­ity for us all.

“Dur­ing 2014 there were more than 1700 pedes­trian ca­su­al­ties in Scot­land, which in­cluded 56 fa­tal­i­ties.

“Po­lice Scot­land is com­mit­ted to achiev­ing the Scot­tish govern­ment’s 2020 ca­su­alty re­duc­tion tar­gets.

“We hope this new cam­paign will help to re­duce the num­ber of pedes­tri­ans be­ing killed or se­ri­ously in­jured in Scot­land. “It’s a sim­ple mes­sage. “Peo­ple should drive sen­si­bly in town cen­tres; they should slow down as the num­ber of haz­ards in­crease and keep a watch­ful eye out for pedes­tri­ans at all times.”

For more in­for­ma­tion, log onto don­triskit. info or check out the Road Safety Scot­land Face­book and Twit­ter (@ road­safe­tyscot) pages.

Ref­er­ences: Cen­suswide sur­vey of 1000 Scot­tish driv­ers and pedes­tri­ans; DfT Road Safety Web Pub­li­ca­tion No.16: Re­la­tion­ship be­tween Speed and Risk of Fa­tal In­jury: Pedes­tri­ans and Car Oc­cu­pants . For more driv­ing

tips on how to keep

within the driv­ing limit

and stay safe, In Town,

Slow Down. fol­low on Face­book road­safe­tys at /

cot­land for key guide­lines and

tips for driv­ers to fol­low

and keep ev­ery­one

safe on the roads.

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