Campaign launched the day after Morningside toddler dies in road accident
New research reveals a very different post-lockdown landscape on Scotland’s roads and a potential rise in vulnerable road users, with 29% of people in Edinburgh committing to cycling and 75% planning to walk more as restrictions are eased.
Despite the rise in pedestrians and people on bikes, with varying levels of experience, the research highlighted 39% of drivers across Scotland haven’t changed their driving behaviour at all, while a staggering 83% did not slow down or approach junctions more cautiously during lockdown1.
Ninety six per cent of pedestrian casualties happen in built-up areas and you are seven times as likely to kill a pedestrian if you hit them at 30mph rather than at 203. Almost half (49%) of pedestrian casualties happen at junctions and less than half of drivers (47%) look out for pedestrians at junctions.
This highlights how important it is, more than ever, for all road users to take greater care and consideration when travelling in built-up areas.
The findings of the survey by the Scottish Government and Road Safety Scotland (part of Transport Scotland) mark the launch of a campaign with a clear message for all road users: In Town, Slow Down.
The campaign will see powerful visuals highlight just how fragile we really are, with a series of people and scenarios such as, a mother with a pram, children and older people, depicted as eggs. The creative shows each ‘egg’ in the path of much larger objects, including a brick and sledgehammer, all representing a different vehicle that could seriously injure or kill vulnerable road users.
Running across multiple channels including radio, digital advertising, outdoor, PR and social media, the campaign reminds drivers to consider other road users and drive at an appropriate speed in built-up areas.
Cabinet Secretary for Transport, Infrastructure and Connectivity Michael Matheson said: “We are committed to achieving safer road travel in Scotland for everyone and it’s important drivers travel at an appropriate speed for the environment and the conditions, especially in built-up areas where there are many vulnerable road users.
“Whether we drive, ride, wheel, cycle or walk, we need to look out for each other as our actions can have serious consequences. The message is simple, in town, slow down.”
Speed is a factor in crashes and the higher the speed, the greater the damage. And you don’t have to be breaking the limit to be going too fast.
Michael McDonnell director of Road Safety Scotland said: “Even one life lost on Scotland’s roads is one life too many. Now more than ever, it’s important for drivers to understand speed limits are there for a reason and often, even travelling at or near the limit may be too fast for the conditions.
“We want all drivers across Scotland to consider their actions and drive at an appropriate speed for the road conditions at all times. Drivers should also adopt the safest road position, keeping away from the kerb to give pedestrians and people on bikes space.”
Going too fast in town has severe penalties for drivers. The minimum fine for speeding is £100 plus three penalty points and a potential loss of licence when building up 12 or more points over three years. New drivers, in their first two years of driving, only need six points to lose their licence.
East Road Policing Area Commander, Chief Inspector Mark Patterson at Police Scotland, said: “As we enter the summer months and with more people making the most of using the road network by cycling and walking since coronavirus restrictions were introduced, it is important that drivers pay attention to what is happening on the road in front of them.
“We can’t predict what will happen on the road in front of us, and we are urging drivers to give other road users, such as cyclists, pedestrians and horse riders, the space they need to be kept safe.
“Driving at appropriate speeds for the conditions – which includes other road users being present – is important and can reduce the chances of being involved in a crash. The speed limit should not be seen as a target, it is the maximum speed you should do and doesn’t mean you should sit at that speed if the network is busy with other road users.
“Pedestrians and cyclists should also be aware that roads will be busier and to cross at designated points as well as adhering to relevant parts of the Highway Code.
“There is room for everyone on our roads and we encourage all road users to show consideration and respect for the safety of each other. We all have a duty make our roads a safer place.”
For more information visit roadsafety.scot or check out the Road Safety Scotland Facebook and Twitter (@roadsafetyscot) pages.
