Publicity - 2004

The following campaigns are examples of some of the road safety publicity work undertaken during 2004.

Department for Transport

Suffolk County Council supports Department for Transport (DfT) national road safety campaigns with publicity at a local level. During 2004 the Road Safety Team created a series of press advertisements and radio commercials under the title of "Don't Risk It", these were released when the DfT ran its national publicity. Our marketing also included the distribution of leaflets and posters.

Drug Drive The incidence of Drug-Driving is on the increase. The Road Safety Team worked with the Drug Action Team to produce a series of leaflets and posters aimed at users of illegal drugs. The publicity explained the effects that substances such as cannabis, ecstasy and cocaine could have on the driving task.

Drink Drive Although drinking and driving has fallen since the introduction of the breathalyser in 1967 there has recently been a trend towards an increase in the number of breath test failures.   Regular publicity campaigns reflect the need to maintain public awareness of the dangers.

Driver Fatigue The problem of driver fatigue is difficult to quantify, although it is estimated that 300 fatalities a year in Great Britain are likely to have fatigue as a major factor. As well as general publicity for the community, local businesses who employ drivers were also targeted with information.

Seat Belts Recent figures suggest that the legal requirement to wear a seatbelt is frequently being ignored, resulting in unnecessary and severe injuries after collisions. Suffolk County Council runs campaigns to remind drivers and passengers to belt up and also offers child seat belt checking days.

Child Safety The reduction of child road casualties is one of the main targets of Suffolk County Council's   casualty reduction programme. Education and training initiatives for both pedestrians and cyclists are complemented by publicity.

Speed

Suffolk County Council works with other Local Authorities in the Eastern Region to promote road safety messages. With Suffolk taking the lead, this partnership created the award winning "For My Girlfriend" anti-speeding campaign, which is aimed at young, male drivers.

Now in its third year the campaign has previously targeted the 17 - 25 age group with postcards and Valentine's cards containing road safety messages, as well as other literature.   The campaign is traditionally launched on Valentine's Day.    

Other elements of the campaign have included radio commercials and events held at local colleges. Staffed displays enable us to meet the target audience face to face and discuss the issues. The media has supported these events with coverage in local publications, radio broadcasts and television news. Ipswich Town FC has also supported the campaign and players have appeared at events.

The Ipswich Project

The Ipswich Project aims to create a safer environment outside Ipswich Schools.

Speed checks were carried out at every school in Ipswich during July 2003 and three specific groups of schools were identified. Schools in the first group had average speeds above 20mph and these were selected for treatment in Spring 2004.

Signs, lines and an advisory 20 mph speed limit established "School Safety Zones" outside schools. The Zones were publicised using the marketing brand, "20's Plenty!" A launch with a picture of children creating a giant number 20 got the campaign off to a good start and once again Ipswich Town FC supported this road safety initiative. A leaflet explained the scheme to parents and residents.