Police Scotland has launched a new road safety campaign to change attitudes to speeding and improve driver behaviour.
Running across TV, radio, digital channels and outdoor advertising, the campaign delivers a powerful message to drivers – ‘There’s a story behind every speed camera. Don’t make it yours’.
Building on 2024’s there’s a story behind every speed camera campaign, which highlighted that speed cameras are situated where someone has been injured or killed because of driving too fast, this year’s campaign reinforces this message while also encouraging motorists to consider their attitude and the consequences of speeding.
This message is conveyed in a thought-provoking TV advert, which tells the story behind the camera, a motorist who did not think it would happen to them and must face the devastating consequences of their attitude to speeding.
Eric Dunion, area manager for the North Safety Camera Unit, said: “Speeding is one of the main causes of road traffic collisions and a collision can happen to anyone, resulting in devastating consequences for so many.
“Last year’s campaign successfully raised awareness that when you see a speed camera it means someone has been injured at this location as a result of speeding. This year, we are urging drivers to consider their attitude to speeding, so they don’t become the story behind the speed camera.”
Chief Superintendent Hilary Sloan, head of road policing, said: “With speeding contributing to 1 in 5 deaths on Scotland’s roads, it is vital for motorists to slow down to help reduce collisions and deaths.
“All motorists have a responsibility to think about their speed and recognise that a collision could happen to anyone – no matter how good a driver you are.
“Think about the impact on your life, your family and the loved ones of other road users, if you cause a collision by driving too fast. Passengers should also speak up or contact Police Scotland if they are concerned about a driver’s behaviour.”
Stakeholders can get involved by sharing the campaign content on social media channels, as well as posting their own content using the example social media posts in the campaign toolkit, which can be accessed on the campaign webpage.
The advert can also be shared from YouTube.
A bit like floral tributes at the side of the road, where there has been a road fatality. The people who put them there are (perhaps unknowingly) helping drivers to focus a bit more – even if its just momentarily – when they see them and realise their significance.
Hugh Jones, South Wirral
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