Brake, the road safety charity, has launched a campaign to encourage drivers across London to reduce their speeds to 20mph in built-up areas.
The campaign is in association with advertising agency partner Blue Hive, media agency Mindshare, and outdoor specialists Primesight and JC Decaux.
The adverts form part of the ‘GO 20’ campaign, launched by Brake and a coalition of charities. GO 20 appeals to drivers to slow down to 20mph around homes, schools and shops and calls for 20mph limits to become the norm across built-up areas.
The three billboard designs – displayed at 33 sites across London – depict a giant foot on an accelerator pedal bearing down on children, dog walkers, cyclists and joggers. The billboards feature different types of footwear to show the types of people the ad hopes to reach out to. The billboard caption is ‘Take the pressure off residential roads: GO 20’.
Julie Townsend, deputy chief executive of Brake, says: “Everyone should be able to walk and cycle without fear or threat, and the GO 20 campaign is about making that a reality. Reducing speeds in communities helps to take the pressure off, enabling people to walk, cycle and jog safely.
“This was the inspiration behind these ads, which we wanted to be engaging and empowering rather than finger-wagging. We want to persuade drivers that they personally can help make London’s streets safer for walking and cycling, by making a simple pledge to GO 20 around homes, schools and shops.
“We hope these billboards will help to get this vital message out: slowing down is a really positive thing drivers can do to make our streets people friendly.”
For more information contact Ellen Booth on 07976069159.