A road safety campaign starring local residents has been launched in Brighton & Hove this week.
The campaign includes posters featuring Brighton & Hove residents as they walk, cycle, ride, or drive in the city. It is hoped that this approach will give a real representation of city life.
The campaign aims to prevent collisions on two of the city’s busiest roads, with the message for all road users to ‘share the road, share the responsibility, make it safe’ and ‘look out for others’.
A radio advert is also being aired during November to remind people to look out for others when crossing or driving on the road.
The campaign is in response to research by the Sussex Safer Roads Partnership (SSRP) which identified groups and locations most at risk of road collisions in the city. It showed that young motorcyclists, pedestrians, cyclists and moped riders were particularly vulnerable.
Councillor Geoffrey Theobald, Brighton & Hove’s cabinet member for environment, said: “Residents appear in the campaign posters going about their daily journeys. By raising awareness of different road users we aim to change the attitudes and behaviours that cause collisions and encourage good road safety habits, so everyone is safe.”
The council is also delivering minor measures that will provide a safer and more attractive area for all, with focus on improving visibility at junctions.
For more information contact Julie Harris, Brighton & Hove City Council, on (01273) 291037.