Images of injured children are the key component of a new campaign aiming to drive home the message that obeying new 20mph limits in Lancashire’s residential areas could save lives.
The campaign, developed by Lancashire County Council, features posters displayed on billboards and bus shelters. The posters state that a person hit at 30mph is seven times more likely to die than a person hit at 20mph, figures which the council attributes to DfT research.
20mph signs have now been installed on more than half of residential roads in Lancashire, as part of council’s programme to establish 20mph as the new limit on all residential roads and outside schools by the end of 2013.
Casualty records in Lancashire reveal that 68% of collisions in which people are seriously killed or injured are recorded in 30mph areas, and 79% of these are either on foot or bicycle.
County Councillor Geoff Driver, leader of Lancashire County Council, said: “Many areas of Lancashire now have 20mph limits and this campaign highlights why we’ve introduced them.
“Although accident rates have fallen in recent years, figures show that some parts of Lancashire have among the worst accident records in the country.
“The images used in the campaign are hard-hitting because our research suggests they will be an effective way of encouraging drivers to recognise the serious consequences the 20mph areas are designed to guard against.
“The new limits will only add a short time to most car journeys and the message is that taking an extra minute or so could be enough to save somebody’s life.”
The council recently announced what it describes as ‘promising results’ from three pilot 20mph schemes which have been established for approximately 18 months. In the three years before the 20mph limits were introduced, there were 137 casualties across the three areas, but in the period since, 25 injury accidents have been recorded.
The 20mph areas are part of an overarching initiative called ‘Healthy Streets’, which ties together many areas of the council’s work, including encouraging people to walk, cycle and car share, in order to improve safety by reducing the dominance of motor vehicles on residential roads.
For more information contact Mike Warren at Lancashire County Council on 01772 533537.