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Campaign to help bikers to cut their speed?
A new anti-speeding campaign has been launched by the Department for Transport (DfT) urging motorists to consider the lifelong effects of being involved in an accident.
The £3.2 million initiative is entitled Kill your speed - or live with it and encompasses advertising through a range of mediums, including television, radio and online.
A stark message is conveyed through the TV advert, in which a speeding driver kills a child and goes on to see the victim in the bathroom mirror and while playing in the park with his son.
Launching the campaign - which may encourage bike insurance holders to take more care as they travel - road safety minister Jim Fitzpatrick said: "We now want motorists to consider the consequences of speeding for them: what is life like for the driver who kills because they are in a rush to get home and how does that split second decision affect the rest of their life? I hope this powerful new campaign will get drivers to kill their speed before it's too late."
The DfT also recently launched Tales of the Road - a children's road safety campaign which utilises animated TV adverts to increase awareness of issues such as the need for youngsters to wear bright clothing when crossing roads in the dark.
In addition, the department is consulting on various proposals aimed at making children safer on the roads, such as raising the penalties for motorists whose speeding offences are particularly serious.
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