Roads safety campaign image with the text 'look out'.

New campaign promotes safer road travel for all  

August is National Road Victim Month, and a new campaign from the Staffordshire Safer Roads Partnership is sharing information and advice to help everyone use our roads safely.

Since the first death by motor vehicle in 1896, well over half a million people have been killed on Britain’s roads. Nationally, on average five people are killed on the roads every day, and over 60 people are seriously injured.

Deputy Staffordshire Commissioner for Police, Fire & Rescue and Crime Dave Evans is Co-Chair of the Staffordshire Safer Roads Partnership, alongside Staffordshire Commissioner Ben Adams. Dave said: “National Road Victim Month is an opportunity to remember those who are killed or injured on our roads, and campaign for everyone’s right to make safe journeys.

“Across the month, we will be raising awareness of the simple things we can all do to look after ourselves, and others, each time we use the roads.”

The campaign will run across social media throughout August, focusing on four key audiences who may be more at risk on our roads:

Mature drivers: mature drivers have the benefit of experience on their side, but the natural process of aging may affect driving. One example is eyesight, which can get worse as we grow older or because of eye diseases such as macular degeneration or cataracts. If you know a driver over the age of 60, encourage them to book a free NHS eye test at least every two years to help them drive safer for longer

Vulnerable road users: drivers should take extra care around vulnerable road users, as pedestrians, cyclists, bikers or horse riders will always come off worse in an accident. To ensure everyone can use the roads safely, remember to watch your speed, concentrate on your driving, and be patient by giving others time and room

Young drivers: globally, road traffic collisions are a leading cause of death among young people, and the main cause of death among 15-29-year-olds. If you know a young person who is planning to learn to drive or has recently started, there is plenty of advice on the SSRP’s dedicated site to help you support them

Drink drivers: drinking even a small amount of alcohol can affect your reaction times, judgement and co-ordination. Drink driving will not be tolerated on our roads – find out more about the consequences

The SSRP is a partnership between public sector organisations within Staffordshire and Stoke-on-Trent, who work together to make our roads safer.

The SSRP aims to achieve a long-term, sustained reduction in road traffic collisions through joint work by partners including the Staffordshire Commissioner’s Office, Staffordshire Police, Staffordshire Fire & Rescue Service, Stoke-on-Trent City Council, Staffordshire County Council and National Highways.

Find out more about the work of the SSRP.

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