A new campaign aims to improve driver behaviour on the Isle of Wight through the use of stickers highlighting the most common factors present in collisions.
The circular ‘pictogram’ stickers contain the overarching message: ‘It’s not worth the risk’.
They were produced by Hampshire & Isle of Wight Fire & Rescue Service and are now being implemented by the Isle of Wight Council to raise awareness of the ‘fatal five’ causes of collisions.
These are: inappropriate speed, in-car distractions such as using a mobile phone while driving, not wearing a seatbelt, drink/drug driving and following too close.
The stickers are being added to council vehicles, to give motorists numerous opportunities to see the messages on every journey, at the very time and place they are most relevant — on the road.
The campaign is being backed by the Isle of Wight Ambulance Service, Island Roads and waste provider Amey with many of their vehicles also displaying the stickers.
Lewis Campbell, the council’s road safety officer, said: “The majority of motorists drive safely and would not take unnecessary risks which compromise their safety and the safety of others, but there are a small minority who do.
“Seeing these pictograms will remind all drivers of safer driving behaviour, and hopefully changes the driving habits of risk-taking motorists.
“This campaign aims to raise awareness of contributory factors which are common in road traffic collisions, namely speed, in-car distractions (such as using a mobile phone), lack of seat belts, alcohol or drug use and keeping a safe following distance.
“Combined, these factors were present in 41% of all road traffic collision related casualties (on the Isle of Wight) within the past five years.”
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