Last week was one of the biggest events in the transport calendar: Road Safety Week. Having commenced on the 20th November, the week, ran by the charity Brake, focused on highlighting the dire need to tackle the serious issue of speeding. Despite an increase in the associated fines and the shockingly high statistics surrounding fatal speed-related accidents, many road users persist in breaking the law, but Brake have pinpointed a simple fact in their vital slogan: Speed Down, Save Lives. Reducing the speed at which a vehicle is operating can often make the difference between life and death in the event of a road traffic accident.
Throughout the week, the organisation centred their efforts around emphasising the dangers of speeding on rural roads and built up areas where pedestrians and cyclists are more likely to be at risk. The initiative, which was promoted within schools, organisations and communities, cannot be echoed enough, so here at Barnes, we are seizing the opportunity to push the message out to our fellow road users and members of the freight and transport industry. In this latest discussion we shall consider the importance of speed limits, how speeding affects our roads and how we can all, as responsible road users, resolve the ever-prevalent problem of speeding together.
Speed limits, contrary to what some believe, are here to make our roads safer for everyone. They are proposed based on a number of factors (risk, danger and environment) and account for elements such as housing, schools and road layout. In April, the Government raised speeding fines in a bid to deter drivers from the temptation of breaking the law. Offenders can now expect a minimum of 3 points on their license (for minor offences – the number of points issued correlates to the severity of the speeding offence) and a fine of around 50% of their weekly income, although this can be increased to 150%. These penalties are larger still for new drivers. But, even with such severe consequences for drivers, why is speeding still a major issue?
There are risks associated with all road vehicles; this is to be expected. Newer vehicles, for example, can accelerate more quickly than aged vehicles, whilst older cars are somewhat less reliable. However, driving behaviour is a large associating factor when it comes to speeding. Speeding is choice that drivers make, a selfish one at that. The statistics gathered by Break speak for themselves, speeding is undeniably dangerous:
- Breaking the speed limit or travelling too fast for conditions is recorded by police at crash scenes as a contributory factor in one in four (23%) fatal crashes in Great Britain.
- Drivers with one speeding violation annually are twice as likely to crash as those with none.
- A recent Brake survey found that four in 10 (40%) UK drivers admitted they sometimes drive at 30mph in 20mph zones.
So how can this problem be overcome? Largely it comes with awareness. The saying ‘ignorance is bliss’ can be called upon here – often those who speed are ignorant to the potential dangers have been fortunate enough to not suffer the consequences – yet. Campaigners adopt a variety of awareness methods, from visual scare tactics to demonstrate the extreme realities of speeding accidents, to cognitive approaches that rather than using horrific aesthetics promote a ‘look twice’ method, where the audience have to re-watch the ad to see the underlying message – THINK!’s latest ‘Pink Kitten’ campaign is a fantastic example of this. Brake’s Road Safety Week is a credit to the UK’s highways in the work it conducts to overcome the problem. From social media campaigns to donations, action packs, virtual games and merchandise, the charity exerts every effort possible into truly making a difference, both during the marked week and throughout the rest of the year. Here at Barnes, we believe that they make a significant difference.
As a company who have over 100 drivers on the road each day, safety is absolutely paramount, to both our drivers and other road users. We will continue to promote the road values we hold and encourage all drivers to put safety first in the hope that we can make our roads a safer place. With hard work and determination, we are confident that speeding and the consequences it stimulates can become an issue of the past.