DRIVING FOR A LIVING? MAKE SURE IT'S NOT THE DEATH OF YOU
| Published: 5th March 2007 21:49 |
DRIVING FOR A LIVING? MAKE SURE IT'S NOT THE DEATH OF YOU, LADYMAN WARNS
A new THINK! road safety campaign to tackle stress and distractions among the UK's three million-strong army of "White Van Men" is being launched today in a bid to reduce road deaths and casualties, Road Safety Minister Dr Stephen Ladyman has announced.
And for the first time, all callers ringing drivers on their mobiles will be urged to take the initiative and phone back later in a ground-breaking new THINK! mobile phones TV campaign - "If they're driving, kill the conversation" - also launched today.
Dr Ladyman said:
"I used to drive for work myself and I know the pressures. Tough deadlines can push you over the speed limit, and distractions like the boss calling you on your mobile can take your attention off the road. Simple measures which anyone can adopt will make a real difference, and that's what our new campaign is about."
"Government research shows that around 200 fatalities and serious injuries involving somebody at work occur on our roads every week. Our message to drivers is that good driving is also safe driving, and employers must take responsibility for managing the safety of their staff when out on the road."
The THINK! Driving for Work campaign will focus on removing many of the hazards van drivers face, such as answering mobile phones whilst driving, stress and fatigue - meanwhile drivers and their bosses will be encouraged to plan journeys better in a bid to reduce speeding.
Over the past 10 years the number of vans in the UK has increased by around one third - the campaign illustrates the vital contribution van drivers make and the dramatic impact of a road safety accident.
Alongside this, and last week's introduction of tough new penalties for using a mobile illegally at the wheel, the Government is launching its first THINK! mobile phones TV campaign to educate people about the dangers of driving and talking on the phone.
In a new approach, the campaign makes it clear that it is not just the responsibility of drivers to consider the consequence of using a mobile at the wheel - people making calls also need to realise that they are putting the recipient's life at risk. The message is clear; your call can wait until it's safe for the person you are calling to talk.
The THINK! Driving for Work campaign will target drivers with messages throughout their working day through targeted radio advertisements, press partnerships, and ambient advertisements in service station washroomswashrooms and on cafe sandwich bags.
In addition the Department is also rolling-out the Driving for Work Business Champions initiative. Run by road safety charity Roadsafe, the programme aims to spread advice and good practice and will encourage business leaders to communicate directly with fellow employers about the benefits of managing work-related road safety.
