In A Spin about Seatbelts

A fresh push to get drivers and their passengers to wear their seatbelts receives another boost today. The Thames Valley Safer Roads Partnership is taking the initiative on with a new and innovative radio advertising campaign and extra police checks around the region.

The radio ad, which starts on air this week, was actually recorded on the ‘Nemesis Inferno’ ride at THORPE PARK. It highlights how foolish it would be to get on a rollercoaster without a safety restraint, yet people are making similarly risky decisions every day when they don’t wear their seatbelt.

Speaking for the Safer Roads Partnership, Dan Campsall said “Just getting every driver and passenger to wear a seatbelt would save an estimated 368[i] lives per year – that’s the capacity of a Boeing 777. It’s a tragic waste of life for the two seconds it takes to belt-up!”

Neil Griffiths, the creative consultant from GCAP Media who wrote the ad said:

“We are always looking for a different angle, something that will grab the driver’s attention, trying to get them to think in a fresh way about their own safety.”

Throughout the rest of February there will be extra seatbelt checks going on around the Thames Valley area, particularly as we tie in with TISPOL (the European Traffic Police network) towards the end of the month.

Thanks go to THORPE PARK who helped with creating the advert by allowing their ride to be used for this purpose. Gareth Arculus, Assistant PR Manager for THORPE PARK said “Naturally, safety is a huge priority for THORPE PARK, so we were pleased to help support this important safety message; extreme thrills are for the theme park, not on the road.

[i] Source: DfT 2007.

Road Deaths Reducing at Last

 Despite big reductions in the number of casualties on the roads in Thames Valley over recent years, the number of road deaths has remained stubbornly high. Finally, the figures from 2007 show a different picture.

In 2007 118 people were killed on roads in the Thames Valley, 17.5 per cent fewer than in 2006 (143), 32 per cent lower than in 2000 (173), and 39 per cent lower than in 1990 (192). Road deaths are now at their lowest level on record in the Thames Valley. 

Despite the figures released today road safety professionals remain profoundly concerned about the loss of life on the roads.

Malcolm Collis of Thames Valley Police said in response to this news “Even one death on the roads is a tragedy. The huge effect on families, friends, colleagues, employers and communities should not be underestimated. Whilst we are grateful to see a significant reduction in the number dying on the roads, 32 of these deaths were people under the age of 25 with their lives ahead of them; many others will leave behind partners, parents and children. And the sad fact remains that most of these deaths need never have occurred.”

One worrying factor from 2007 is the high numbers of vulnerable road users, particularly pedestrians and cyclists, who were killed in collisions. Deaths among pedal cyclists were doubled compared to 2006 and pedestrian fatalities were also the highest they had been for 6 years.

Although the number of motorcycle fatalities has not risen in absolute terms there has again been a slight rise in the percentage of deaths (to 18%).. Motorcyclists represent around 1% of traffic but a worryingly high proportion of road deaths.

Speaking for the Thames Valley Safer Roads Partnership, Dan Campsall said:

“We know that there are groups who are at higher risk than others such as younger drivers, motorcyclists, pedestrians and pedal cyclists but it is important for everyone of us to play our part with the simple things. Putting on our seatbelts, turning off our mobiles, resting when we are tired and sticking to the limit will all help; and most of all recognising that it is our job together to make the roads a safer place.”

Created: 2005-10-18 09:45:22 | Last Updated: 2008-02-07 04:33:05