New campaign says ‘It’s 30 For A Reason’
Warwickshire Casualty Reduction Partnership is supporting a national advertising campaign that explains why the 30mph speed limit exists and the potentially fatal consequences of not abiding by it.
The campaign uses the strap line ‘It’s 30 for a reason’.
Posters displayed on Warwickshire billboards and bus backs illustrate that exceeding the 30mph limit greatly increases the risk of killing a pedestrian. The posters show a child’s head split in two with one half showing the skull and the other half showing a healthy 8 year old girl. The two halves demonstrate graphically that the survival rate of a child pedestrian hit by a car travelling at 40mph is just 20% compared to 80% if hit at 30mph.
The posters are supporting a national television advert which features the eight year old girl talking directly to the audience and illustrates in a highly visual way the differences between hitting her whilst driving at 40mph versus hitting her at 30mph.
Chief Superintendent Nick Croft, Chair of Warwickshire Casualty Reduction Partnership said “Some 70% of motorists admit to speeding. How can this be considered acceptable? This campaign will bring home the importance of driving within the speed limit to those drivers who continue to drive at excess speed. Our roads within the UK are amongst the safest in the world, but with more than 3,000 people killed every year we can make them even safer. As this campaign shows, every driver can play their part by ensuring they are at or under the speed limit at all times. Drivers who don’t will be at greater risk of causing or being involved in a collision. If they are found to be exceeding the speed limit they will face prosecution.”