Businesses on the Isle of Wight are being encouraged to support a campaign aimed at reducing road traffic collisions by promoting safer driving behaviours across communities.
The Isle of Wight Council’s Project Pictogram campaign focuses on five behaviours associated with people being killed or seriously injured when involved in a collision: inappropriate speed, distractions, failing to wear a seatbelt, drink or drug impairment and tailgating.
The first four are known nationally as ‘The Fatal Four’ due to the significant risk and impact they have in collisions, as well as casualty outcomes.
Factors relating to these behaviours were present in just over 35% of all road traffic collisions on the Isle of Wight between 2020 and 2024, according to the council.
The campaign’s fifth pictogram highlights tailgating, which can result in minor collisions and injuries that can have a wider impact on the Island due to its limited road network.
The council is now calling on businesses and other organisations to support Project Pictogram by using the campaign branding on fleet vehicles and customer-facing materials, as well as sharing animations on social media and other suitable locations to help raise awareness of the campaign.
Businesses including Island Roads, Isle of Wight Distribution, Acclaim Logistics and Bartletts Service Station have already adopted the branding across their suitable fleet vehicles, while the pictograms also feature on Isle of Wight Council vehicles, totalling over 400 vehicles.
A series of campaign animations has also been launched online and has appeared on screens operated by Red Funnel, a local ferry operator. The campaign uses ‘nudge theory’, with simple visual messages designed to encourage safer choices without relying solely on traditional enforcement or education.
Lewis Campbell, road safety officer at the Isle of Wight Council, said: “Project Pictogram is a major push to fight against some of the most common behavioural factors that lead to road traffic collisions and worse casualty outcomes.
“We are asking businesses to support the campaign and raise awareness by adding the branding to their fleet vehicles and customer-facing materials, and run their own social media campaign using our animations. We can all do our part to reduce road traffic collisions, and to do our best to prevent them.”
He added that the council was looking forward to welcoming organisations interested in supporting the campaign.
Nigel Johnson, learning and development manager at Isle of Wight Distribution and Acclaim Logistics, said road safety was a priority for the company because its drivers use the Island’s roads every day.
“Supporting Project Pictogram is a practical way for us to promote safer driving and demonstrate our responsibility to the communities we work in,” he said.
“We are pleased to be able to support an initiative that encourages positive behaviour and helps reduce risk for everyone.”
Project Pictogram forms part of the wider Isle of Wight Council Island Transport Plan, which sets out a long-term vision for cleaner, more inclusive and sustainable travel by 2040.
The Isle of Wight Council is also making the Project Pictogram resources available to other local authorities free of charge.
Councils wishing to run their own campaign would need to make minor amendments to the materials, such as removing references to the Island. The council asks that appropriate credit is given to the Isle of Wight Council for use of the resources.
Visit the Isle of Wight website for more information.
Businesses interested in supporting the campaign, or local authorities that would like to adopt the campaign, should email roadsafety@iow.gov.uk.
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