Warwickshire County Council and Dairy Crest UK Ltd have joined forces to encourage responsible driving behaviour and reduce road casualties.
Six thought provoking road safety messages designed by the County Council’s Road Safety Unit are being displayed on 12 of Dairy Crest’s articulated refrigerated trailer units.
At 14 metres long the trailers are highly visible and it is estimated that the vehicles will be seen by some 3.5million motorists in the next 12 months alone. The lorries are based at Dairy Crest’s national distribution centre at the Bermuda Business Park, Nuneaton.
The trailer units are taking messages that cover drink driving, seatbelt wearing, mobile phone use, speeding, driver fatigue and stopping for school crossing patrols onto the roads of Warwickshire and surrounding areas with the aim of positively influencing driver behaviour.
Cllr Martin Heatley, Warwickshire County Council’s Portfolio holder for the Environment, said: “These trailers allow us to target motorists at the time they are most receptive to road safety advice; when they are actually driving. The trailers look very impressive and will really stand out on the road. They have the potential to prevent deaths and injuries.
“I am extremely grateful to Dairy Crest for offering us this wonderful opportunity to deliver road safety advice to a massive audience. It demonstrates a tremendous commitment to the safety of the communities the company operates within and I hope other haulage companies follow this lead.”
Gavin Rawson, Dairy Crest Transport Manager said: “Dairy Crest has a long term commitment to road safety and we invest heavily in programmes that ensure our vehicle fleet is properly maintained and safely driven. This initiative uses our vehicle’s presence on the road to encourage other road users to embrace some of the basic behaviour that we expect from our professional drivers in order to make the roads a safer place for all users.”