A new campaign has been launched to help businesses in Northern Ireland support their employees to be safer on the nation’s roads.
The campaign has been devised by Business in the Community (BITC), thanks to funding from The Road Safety Trust. It will be delivered in partnership with the Police Service of Northern Ireland (PSNI) and U105.
The campaign – Responsible Business and the Fatal Five – will help those who sign up to become more aware of how their actions can have a significant impact when driving.
The project aims to support hundreds of employees over the next two years with in-depth guidance, advice and visits on road safety, and will make available a range of resources for all employers
Kieran Harding, managing director of Business in the Community, said: “We are pleased to bring this innovative project to businesses in Northern Ireland. We will collaborate with companies to educate and support people who do the daily commute and those who drive for work.
“While our target audience is primarily business, we know the sphere of influence will go far beyond each employee as we will encourage them to share hints and tips with their colleagues, family and friends.”
John O’Dowd, Northern Ireland’s infrastructure minister, said: “Road safety is an issue for all of us as a society. In the north, the death rate on our roads is, on average, one per week.
“Think about that, people who left home and were expected to return safely – a mum, a dad, a son, a daughter, a friend or a colleague – they are not coming home to their loved ones or going to see their friends at work.
“From that moment, lives are shattered and will never be the same again for those that loved them.
“We know careless or inattentive driving, inappropriate speed for the road or the conditions, and drink and drug driving account for most deaths and serious injuries.
“As we enter the winter months, I appeal to all road users to be mindful of others and proceed with care at all times to ensure everyone gets home safe. The harsh truth is that we all need to wise up when we are using our roads because if we don’t, the number of deaths will continue to rise.”
Naomi Long, justice minister, said: “As justice minister I have seen first-hand the devastating impact of the consequences of careless and dangerous driving. Our courts and prisons are evidence of the often-tragic consequences of someone getting behind a wheel under the influence of drink or drugs or breaking the speed limit. Such selfish actions create victims and devastate lives. We all need to play our part by challenging unsafe driving to build a safer community.”
Ruth Purdie OBE, chief executive of The Road Safety Trust, said: “The Road Safety Trust is determined to improve road safety across the entire United Kingdom. We are thrilled to collaborate with Business in the Community Northern Ireland on this innovative project, which aims to increase road safety awareness within the business sector, by making the workplace an educational setting.
“With data showing that around one-third of all road traffic collisions involve someone driving to, from or for work this project has the potential to make a significant impact on reducing such incidents.”
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