International acclaim for UK road safety film

12.18 | 1 March 2022 |

 

A film created as part of a social media campaign by Brighton & Hove’s road safety team has been recognised with an award at a global road safety event staged last month.

The award-winning film was created as part of Brighton & Hove’s ‘Mind in Gear’ campaign, which highlights the dangers of distraction to road users, and how mindfulness can help.

The Mind in Gear video – produced with the help of local filmmaker Sarah West and the Sussex Mindfulness Centre – demonstrates how easily emotion can affect driving and concentration levels.

The film was named winner of the Smart and Safe Mobility category at the 8th edition of the Global Road Safety Film Festival which took place on 21-22 February 2022.

The Festival showcased more than 95 short films from 40 countries – created by professional video makers, interested individuals, civil society and government bodies – to promote awareness of how to make roads safer and ‘fight the silent crisis of road deaths and injuries’.

The Festival’s top prize went to a film titled ‘Donkey Carts In The Village’, produced by SORSA, Vlad Danciu Memorial Foundation from Botswana.

Nneka Henry, head of the UN Road Safety Fund, said: “We are proud to support the 8th Edition of the Film Festival highlighting the citizens behind smart road safety solutions worldwide.

“Awareness and advocacy matter if we are to create the global change at the core of the UN Road Safety Fund’s work.”

Luciana Iorio, chair of the UNECE/ITC Global Forum for Road Traffic Safety, added: “The creative movies, shot by communities, schools and government agencies, show the difference of driving by the rules. Road safety principles make everyone’s life less fragile.”

Brighton & Hove’s Mind in Gear campaign first ran in Spring 2021 and is scheduled to run again later this month.  Other agencies have used the film and other campaign assets and are welcome to do so as long as the origin is attributed. For more information contact Keith Baldock, Brighton and Hove’s road safety officer.


 

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