Big falls in Dorset’s KSI and fatality figures are being largely attributed to ‘no excuse’, a yearlong mass enforcement and publicity campaign.
Provisional casualty data produced by Dorset County Council suggests a 50% reduction in fatalities and a KSI reduction of almost 20%, compared with the same period last year.
‘No excuse’ was launched by Dorset Road Safety Partnership in January 2010 and runs until the end of the year.
Robert Smith, road safety manager for Dorset County Council, said: "Dorset County Council has struggled to get anywhere near its KSI reduction targets in recent years, but the astonishing impact that this partnership project is having indicates we were right to replicate the approach taken by our colleagues in Essex.
“A combination of long-term, targeted mass overt and covert enforcement, supported by non-stop advertising and publicity, seems to be working."
The latest stats reveal that more than 16,000 motoring offences have been detected by the enforcement team.
Robert Smith added: “Brand awareness of ‘no excuse’ has increased to 93%. Of the 7% who said they hadn’t seen or heard about it, the vast majority were visitors from outside Dorset, suggesting an astonishingly high awareness level."
As part of the ‘no excuse’ education options instead of fines and penalty points, Dorset Police have introduced an on-line seatbelt referral course.
For more information contact Robert Smith on 01305 224680.