Stark images driving home safety message
Last updated 11:45, Monday, 22 September 2008
HARD-HITTING images of the wreckage from serious and fatal car crashes will feature in a graphic new road safety campaign.
Cumbria Safety Cameras hopes a new television advert will hammer home the often killer consequences of speeding and dangerous driving.
It has joined forces with Dumfries and Galloway Safety Camera Partnership to come up the advertising campaign, being broadcast on ITV Border for the next two months.
They have devised two adverts – Stop and The Killed.
Stop shows vehicles that have been stopped by trees, walls and other inanimate objects while The Killed highlights how many people have died in the remnants of crashed cars.
Kevin Tea, communications manager for Cumbria Safety Cameras, said: “Following the success of a joint campaign between the two safety camera teams last year we decided to tackle a common problem with speeding drivers.
“Having a common TV station in Border made the choice of sharing financial and other resources a natural one and research has shown that previous advertisements have a high target audience recall.”
Mr Tea believes there is a common misconception – gained from collisions shown in films and on television – that people walk away from high-speed collisions.
But he stressed: “They rarely do.
“The Killed sequences are particularly horrific but demonstrate the reality of what really happens when vehicles collide at speed.”
As with other television campaigns produced by Cumbria Safety Cameras and the Dumfries and Galloway Safety Camera Partnership, the new advert will appear on their relevant YouTube sites.
Cumbria Safety Cameras is committed to cutting the number of people killed and injured on the county’s roads by 40 per cent by 2010 – putting them in-line with Government targets.
During 2007, Cumbria came in under the Government’s target three years early.
CStory@cngroup.co.uk
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