A new campaign is encouraging drivers in Scotland to consider vulnerable road users and travel at an appropriate speed in built-up areas.
The In Town, Slow Down campaign has been launched by the Scottish Government and Road Safety Scotland in response to the increased number of people walking and cycling during the Covid-19 pandemic.
The campaign aims to create a greater sense of shared responsibility on the nation’s roads – while raising awareness of the ‘devastating consequences’ of driving too fast in built-up areas.
It points to research which shows pedestrians are seven times more likely to be killed by a car travelling at 30mph – when compared to 20mph.
With that in mind, the campaign reminds drivers to consider other road users, particularly pedestrians and cyclists, and to adopt the safest road position.
The campaign launched on 19 June and will run for three weeks across multiple channels including radio, digital, PR and social media.
The Scottish Government and Road Safety Scotland are working on a comprehensive stakeholder toolkit with key messages, suggested social media copy and visuals – and hope to be in a position to circulate this shortly.
It is taken as read that pedestrians may be careless and step into the road – they always have done – obviously that’s why motorists need to slow down to be able to avoid them!
Hugh Jones, Cheshire
0
Whilst there is a need to educate drivers on their behaviour in towns, there is also a need to educate pedestrians with regard to their behaviour when out and about. The Green Cross Code or its ilk seems to be a thing of the past with a vast number of pedestrians and keep fit people totally oblivious to their surroundings by their wearing of earphones of some design, listening to ‘music’ that is clearly audible to other around them, blocking out the sounds of traffic and in so doing stepping out in front of vehicles. With the reduced traffic as a result of COVID-19 meaning that more space on the carriageway is available to pedestrians, there is now a need for some work being done for the awareness of pedestrians as we come out of lockdown and traffic starts to build up again. Cyclists should maybe be included as they are now moving about with earphones of some design.
Derek C Donald, Inverness
+2
What a shame it is that in 2020, the authorities still have to periodically come up with a ‘new campaign’ to get drivers to drive properly i.e. to slow down to an appropriate speed.
When mere words and campaigns don’t work on the irresponsible drivers, more enforcement is the only way.
Hugh Jones, Cheshire
+1