A road safety film highlighting the tragic loss of life from recent fatal road traffic collisions in Avon and Somerset premiered to an audience of football fans earlier this week.
The one-minute video, developed by Avon and Somerset Police, focuses on the ‘Fatal Five’ – the most common causes of fatal road traffic collisions: drink and drug driving, speeding, distracted driving (including use of a mobile device at the wheel), not wearing a seatbelt, and careless driving.
Using the concept of ‘last messages,’ the film illustrates the typical texts people send every day to family, friends, and colleagues letting them know they’re on their way – whether to or from work, an appointment, or a social arrangement.
The film’s message is clear: ‘we all expect to reach our destination safely, yet sadly, on average, one journey made every week in Avon and Somerset ends in tragedy’.
The video, which debuted during the Bristol City v Stoke match at Ashton Gate Stadium, is now available to view on the Avon and Somerset Police website and social media channels.
It will also be shown to cinema audiences at Scott Cinema Bridgwater, ensuring the message reaches a wider audience in a setting where viewers are already reflective and engaged.
The cinema campaign has been supported by the Avon and Somerset Road Safety Fund, which uses cost recovery from traffic offences to fund educational projects aimed at improving road safety.
Chief inspector Robert Cheeseman, head of roads policing and road safety at Avon and Somerset Police, said: “Every day, we all set out on journeys fully expecting to arrive at our destination safely. Sadly, over the past two years, a journey has ended in tragedy for 121 road users in our force area. That’s more than one fatality a week – with many more suffering life-changing injuries.
“We want motorists to understand that poor driving behaviour is the root cause of the majority of collisions. These fatalities and injuries are preventable. The choices we make behind the wheel really do matter, and in making this film we hope to reach as many people as possible with this important message.”
Claire Moody, police and crime commissioner, said: “Every serious or fatal road accident represents a family forever changed. I fully support this initiative to raise awareness of dangerous driving and hope it will make people think about the way they drive. If even one driver makes a positive change, it could save a life. I am committed to encouraging more preventative efforts to stop these heart-breaking incidents before they occur.”
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