Tag: Road Safety Scotland

Campaign urges drivers in Edinburgh to slow down as 1 in 5 deaths on Scotland’s roads caused by speeding

The Scottish Government, including the Scottish Safety Camera Programme, is tackling speeding on Scotland’s roads with a new road safety campaign, asking drivers in Edinburgh to slow down to help reduce collisions and casualties.

Cabinet Secretary for Transport, Fiona Hyslop, and Police Scotland’s Chief Superintendent Hilary Sloan launched the campaign at the Traffic Scotland National Control Centre in South Queensferry.

With speeding contributing to 1 in 5 deaths on Scotland’s roads1, safety cameras play a crucial role in reducing speed and casualties, ultimately saving lives.

Global research shows that camera sites led to 42% less fatal or serious injuries over a four-year period, while fixed camera sites reduced the number of speeders by 70% in the same time period.2

Speeding increases the likelihood and severity of collisions and casualties. In 2022, there were 615 fatalities or casualties on roads in Edinburgh.

Transport and Environment Convener at the City of Edinburgh Council, Councillor Stephen Jenkinson, said: “This is a really important campaign to ensure drivers here in Edinburgh and across the country properly consider their driving behaviour. By slowing down and driving more carefully we can reduce collisions and casualties on our roads.

“All drivers need to respect speed limits and always consider how weather and road conditions can impact their driving. 

“We want Edinburgh to be as safe a city as possible for all road users and pedestrians and this campaign is a good step forward.”

Nearly half (44%) of reported casualties on Scotland’s roads take place on rural roads, however because speeds are higher on these roads, they account for almost three-quarters (74%) of road deaths.3 

Research shows fatal collisions caused by drivers travelling at 65mph could be halved if the drivers slowed down by just 5mph.4

Cabinet Secretary for Transport, Fiona Hyslop, said: “No matter how experienced you are as a driver, collisions can happen to anyone, and the consequences could be devastating – for you, for other road users, and for loved ones. 

“We’re urging drivers to consider their driving behaviour and reduce their speed, making our roads safer for everyone.”

There are more than 300 safety camera locations across Scotland, placed where there is evidence of injury collisions and speeding and where they have the greatest potential to reduce casualties.

Chief Superintendent Hilary Sloan, Head of Road Policing, said: “Speeding is always a risk. It only takes a split second to lose control and it only has to happen once.

“A collision affects more than just you and your vehicle – it impacts your family, the victim’s family, emergency services and people who witness it.

“Everyone has to take responsibility to save lives on Scotland’s roads.”

Running across TV, radio and digital channels, the campaign delivers a strong message to drivers – You only have to lose control once. The message is brought to life in a thought-provoking TV ad highlighting the split-second moment before a collision from a driver’s point of view.

For more information about the campaign, go to roadsafety.scot.

Follow Road Safety Scotland Facebook and X (formerly known as Twitter) (@roadsafetyscot) pages for more details.

New campaign encourages drivers over 60 to get their eyes examined

The Scottish Government and Road Safety Scotland have launched a new campaign encouraging older drivers to consider their driving habits and have a free regular NHS eye examination so they can continue driving safely. 

With recent stats showing 29 per cent of car driver casualties killed or seriously injured in road collisions were over 601, the Fitness to Drive campaign highlights that eyesight can affect the way we drive as we get older and calls for anyone over 60 to have their eyes examined regularly, or as soon as they notice a change. 

It’s common for drivers to adapt their driving behaviour as they get older, for example, by not driving at night or on busier roads to avoid the glare from oncoming traffic, or by driving shorter distances. These adaptations often happen gradually and can be a sign of deteriorating vision.

Janet Pooley, Chief Optometric Adviser, said: “As we get older, we can experience changes to our eyesight, including blurred vision, a reduced visual field and less accuracy when it comes to judging distances, which impact our ability to drive safely.

“The best way to make sure your eyes are healthy is to have them examined regularly and to visit your local optometrist if you notice any problems with your eyesight.

“As well as detecting changes in your eyesight, an NHS eye examination can pick up age-related eye conditions like cataracts and glaucoma, and it can identify and help prevent other health conditions like blood issues and diabetes, which can also affect driving.”

The campaign reminds drivers that changes in your eyesight don’t have to mean giving up driving and that your local optometrist can often correct your vision with new glasses.

Janet Pooley, Chief Optometric Adviser, continued: “In some cases your optometrist might advise that you require surgery to improve your vision if you have a condition like cataracts.  Outstanding surgical results often enable people to continue to drive safely for many years.” 

In addition to eyesight, other age-related factors can also affect our fitness to drive, such as high blood pressure, medication, and slower reaction times.

Drivers are encouraged to plan ahead for when they do choose to give up driving and consider alternatives for getting around without a car, including public transport and getting help from family members and friends.

Minister for Transport Fiona Hyslop said: “Changes in our eyesight is something we’re all affected by as we get older, and with Scotland’s population continuing to age, it’s particularly important to ensure we all stay safe on the road.

“We’re encouraging everyone in this age group to get their eyes checked regularly to make sure they are fit to drive.”

Age Scotland’s Big Survey 20232 shows driving is the most common way to get around among over 60s, with 72% of respondents saying this is the mode of transportation they use most.

Katherine Crawford, CEO of Age Scotland, said: “We know driving is hugely important to older people and plays a big part in their ability to stay active, mobile and independent.

“This campaign is a good reminder for older drivers to get their eyes examined regularly or, if they notice a change in their eyesight, to make sure they have the best vision for driving safely.”

Betty Gilchrist said: “I’m not as confident at driving as I once was, particularly at junctions where I take a bit more time now.

“Driving in the dark has also become more challenging. The glare from headlights can be dazzling, so I’m reluctant to drive in the evenings and I stick to short journeys on local roads.

“It’s important to have regular eye exams as we get older and our vision changes. Many of us also develop conditions like cataracts which can be picked up at an eye exam and treated to keep us driving for longer.”

Derek MacPherson said: “As I’ve aged, I’ve become more aware of my eyesight changing and how that affects my driving. I’m now less likely to drive long journeys or drive at night, when the glare from other cars and streetlights can make it harder to see.

“Getting my eyes checked by the optometrist is quick and easy, and knowing my eyesight is up to scratch helps me stay confident on the road so I can keep enjoying the freedom of driving.”

The campaign will also address family and friends who may be initiating discussions about driving with their loved ones, which can be a sensitive subject. 

For more information about the campaign or how to book a free NHS eye examination, go to roadsafety.scot.

Follow Road Safety Scotland Facebook and X (formerly known as Twitter) (@roadsafetyscot) pages for more details.

Fatigue wake-up call for Scotland’s drivers

Road safety campaign highlights the dangers of driving tired

A powerful campaign by The Scottish Government and Road Safety Scotland goes live today, reminding drivers about the dangers of driver fatigue.

It follows an increase in serious incidents on the A9 trunk road in 2022, with 12 fatal collisions and 18 fatalities reported. Of this total, 13 deaths occurred on the Perth to Inverness section of the road during the second half of the year1.

Fatigue is a contributory factor in collisions which kill or seriously injure around 50 people every year in Scotland2 and as many as 25 per cent of all fatal and serious incidents on the A9 between Perth to Inverness3.  

Many of the counter measures used by drivers to combat tiredness (opening a window, turning up the radio or pinching themselves) have been shown to be ineffective. Instead, the campaign urges driver to take regular breaks, stop to rest and have a coffee, and plan ahead to avoid driving tired.

Minister for Transport Jenny Gilruth, said: “Driver fatigue is a serious issue that causes too many serious and fatal road collisions each year. Drivers often experience early signs of feeling tired such as yawning, eyes drooping and head-nodding, and should stop for a rest as soon as it’s safe to do so.

“We’re reminding people to plan their journeys well in advance, ensure they are well-rested before setting out and take regular breaks. It’s simple yet powerful advice which can help save lives on Scotland’s roads.”

Sleep-related collisions are around 50 per cent more likely to result in death or serious injury as they tend to be high-speed impacts.

Michael McDonnell, Director of Road Safety Scotland and a member of the A9 Safety Group, said: “Sadly we have seen a rise in serious and fatal collisions on the A9 trunk road in the last year and many of them involve an element of driver fatigue – something that can be prevented. A tired driver is a danger not only to themselves but to everyone on the road.

“If you feel tired while behind the wheel, opening your window or turning up the music isn’t enough. Stop for a rest and a coffee before you get back on the road to help keep you and others safe.”

A two second micro-sleep at 30 mph can result in complete transition from one lane to the next and you will be unable to notice or react to a child stepping out on the road5.

The new multi-media marketing campaign will run on multiple channels including TV, digital, outdoor, radio, PR and social media.

The thought-provoking advertising, features a striking close-up of a tired driver’s eye, with the road ahead reflected in it. After a long blink, the road reappears in the eye, however the car drifts towards the centre of the road as the eye droops further and finally remains closed, resulting in a head-on collision with another car and devastating consequences.

Watch the ad here: https://youtu.be/r-KtjJlrQHk

For more information visit roadsafety.scot/fatigue or the Road Safety Scotland Facebook and Twitter (@roadsafetyscot) pages.

Breathtaking film with a powerful message for Scottish bikers: ‘Take your time to take it all in’

Bikers from Evolution Women’s Motorcycle Club rolled out the red carpet and declared ‘Action!’ on the latest film from motorcycle safety campaign Live Fast Die Old, by The Scottish Government and Road Safety Scotland.

Part of the campaign’s Breathtaking Roads series, the stunning new film highlights the thrill of riding while also reminding motorcyclists to enjoy Scotland’s roads safely.

Shot on the scenic Isle of Skye, the short film uses striking slo-mo footage to highlight the importance of considering the entire picture and every potential hazard before making the decision to overtake. It urges motorcyclists exploring Scotland’s roads to ‘take your time to take it all in’.

Despite accounting for less than 1% of all road traffic in Scotland motorcyclists are over represented in reported casualties. In 2020, there were 418 reported motorcyclist casualties on Scotland’s roads. Of these, 16 were fatalities (17% of all road deaths) and 242 resulted in serious injury.1

Loss of control is the most commonly reported contributory factor for motorcyclists, involved in 19% of all accidents. Bends and overtaking continue to be among the riskiest manoeuvres, with bends being a factor in 22% of all reported injury accidents, and overtaking in 10%.

Minister for Transport Jenny Gilruth, said: “We’re seeing lots of bikers on the roads with many taking advantage of the longer days and enjoying the incredible scenery Scotland has to offer.

“The Live Fast Die Old campaign celebrates biking, but we know motorcyclists face significant risks on our roads and we want to ensure they practise safe riding habits – especially when overtaking and going round bends which can be particularly risky manoeuvres.

“I’d urge any motorcyclists exploring Scotland’s breathtaking roads this season to take their time, adjust their speed and consider their surroundings before overtaking. Enjoy the ride – but get home in one piece.”

The new film coincides with Police Scotland’s motorcycle safety campaign.

Fellow biker and deputy head of road policing, Superintendent Stewart Mackie, said: “We speak to bikers and other road users all year round but as the better weather arrives, there is a real focus on motorbike safety and educating all drivers.

“Motorcyclists are more vulnerable than other road users. My plea to other riders is a straightforward one – get home safe.

“I have bitter experience of attending fatal collisions over the years and we must all be cautious on bends, especially left hand bends and think twice before every single overtake.

“I understand the pleasure of being on a bike and exploring Scotland but there’s nothing more important than returning home to your loved ones safe and well.”

Previous films in the Breathtaking Roads series were popular with Scotland’s biking community and showcased stunning routes in coastal, forest and mountain regions of Scotland, while focusing on key manoeuvres such as overtaking, cornering and riding as a group.

Scottish biker Jayne Tollan, Chairwoman of Evolution Women’s Motorcycle Club, said: “We’re really excited to support the launch of the new Live Fast Die Old film and get behind its main message.

“As bikers we can be vulnerable on the road, especially when we’re overtaking, so it’s important we remember to take our time and take in everything that’s happening around us before making the move.

“We all love riding in Scotland – so let’s do it safely.”

The campaign will run across social media and digital channels, with posters displayed at key locations targeting motorcyclists across Scotland, including dealers, petrol stations, garages and cafes along Scotland’s most popular biker routes.

The dedicated Live Fast Die Old website and Facebook page offer rich and engaging content for motorcyclists, with films and blogs from Scottish bikers sharing their first-hand experience and tips with peers, as well as route inspiration and best practice advice.

The Live Fast Die Old campaign is looking for bikers across Scotland to get involved by sharing their experience, advice, top routes and ride-out tips with other bikers. If you’d like to be part of the campaign, follow Live Fast Die Old on Facebook or get in touch at roadsafety@smarts.agency.

To watch the latest Breathtaking Roads film and join the conversation, visit the Live Fast Die Old website (livefastdieold.scot) / or Facebook page facebook.com/livefastdieoldscotland.

Children become Roadstars at launch of new road safety learning resource

Children at Dean Park Primary in Balerno became Roadstars for the day as they helped launch a new road safety learning resource for children, developed by Road Safety Scotland.

Aimed at children aged 3-11, the free online resource is designed to get the youngest road users thinking about road safety in an active and immersive way, with interactive missions to help them practice staying safe around roads and traffic. 

Roadstars was developed with input from children and teachers at Dean Park Primary, who shared their thoughts on learning and road safety to help shape the resource.

With the help of three animated superhero characters, Roadstars evolve over the primary school years, tasking children with appropriate missions to develop their road safety skills as they grow and learn.

For the youngest, the Early Years level teaches ELC and P1 children a song and dance outlining the road safety basics.

The First level, aimed at P2-P4, features engaging videos with interactive questions that embed and test children’s learning, while the Second level targets P5-P7 with a series of 360° interactive experiences that challenge older children’s attitudes and behaviours.

The new online resource is available to enjoy in class or at home, and is linked to Curriculum for Excellence.

Debbie Nicol, Assistant Director, Road Safety Scotland, said: “We know how important it is for children to be immersed in positive road safety attitudes from a young age, both in the classroom and at home.

“Roadstars is an important new resource for children at every level of primary school, free for teachers, parents and carers to access online.

“By teaching and reinforcing the importance of staying safe around roads and traffic at a young age, we can provide children with road safety skills that will last a lifetime.”

Nicola Kurth, Head Teacher at Dean Park Primary School said: “At Dean Park we are committed to promoting the Health and Wellbeing of all pupils.

“It has been a fantastic experience for pupils to engage in supporting the development of this new resource. The characters are very engaging, and we look forward to using the resource to enhance our road safety activities.”

Roadstars is launched as part of Scotland’s first Road Safety Week (21 – 27 March), a new annual awareness week by The Scottish Government and Transport Scotland which encourages road users to take greater personal responsibility and work together to make Scotland’s roads safer.

Organisations across Scotland – including Scottish Fire and Rescue Service, Police Scotland, CoSLA and Good Egg Safety – are marking the week by hosting a series of events, from child car seat checks to community action campaigns, to pledge their commitment to keeping Scotland’s roads safer.

In its inaugural year, Scotland’s Road Safety Week will also urge organisations throughout Scotland to pledge their support on social media by posting the message: – Working together to make Scotland’s roads safer. #ScotRoadSafetyWeek.

For more details about Roadstars, visit roadsafety.scot.

#ScotRoadSafetyWeek

Seatbelt safety campaign launched

Almost one in ten always drive without wearing a seatbelt, new research reveals

A new hard-hitting campaign launched today by The Scottish Government and Road Safety Scotland asks drivers to wear a seatbelt and warns that not wearing one could cost them their lives – having a devastating impact on the loved ones they leave behind.

Figures show 13 per cent of those killed on Scotland’s roads over the last five years were not wearing a seatbelt. Despite this, new research reveals that almost one in ten drivers always drive a car without wearing a seatbelt.

Drivers surveyed feel that drink-driving, drug-driving, using a phone while driving, driving while fatigued and driving aggressively are all ‘riskier’ than not wearing a seatbelt while driving. Passengers not wearing a seatbelt was seen as ‘risky’ by just 27 per cent.

Minister for Transport Graeme Dey said: “Wearing a seatbelt is something everyone can do to reduce injuries and save lives.

“The consequences of not wearing your seatbelt can be devastating if a collision occurs – not only for the driver and passengers but for other people, including your loved ones.

“This campaign delivers a stark but necessary message to anyone travelling in a car: It’s not just you who gets hurt. Wear a seatbelt on every journey.”

When it comes to considering the serious consequences of not wearing a seatbelt, the majority of drivers surveyed thought of themselves first and were concerned that they might get seriously injured or die if they were involved in a collision. This was ranked above ‘causing injury to someone else’ or the ‘emotional damage they would cause to other people’ (friends, family, emergency services).

Superintendent Simon Bradshaw, Deputy Head of Road Policing said: “Wearing a seatbelt is not a choice, it’s the law and the evidence is clear that seatbelts save lives; it’s not just you that could get hurt if you don’t.

“Our officers will interact with and educate drivers and passengers where necessary but we will also continue to take appropriate enforcement action and those caught not wearing a seatbelt could be fined up to £500.  We’re also reminding drivers it’s their responsibility to ensure all passengers under 14 wear their seatbelts, and they can be fined for every child not properly restrained.”

Running across TV, cinema, radio, digital and outdoor channels, the hard-hitting campaign creative underlines that a collision without a seatbelt doesn’t just hurt you, it can also be devastating for those you leave behind.

Set in a testing facility, the new ad features a car with a crash test dummy – not wearing a seatbelt – in the driver’s seat. As the car starts to drive towards a wall, the camera pans away from the impact and focuses on the effects on the driver’s family as they deal with their grief.

A crash test dummy family are seen sitting at a dinner table with an empty seat poignantly left for their lost family member as the final line appears: ‘It’s not just you who gets hurt. Wear a seatbelt.’

For more information go to roadsafety.scot or the Road Safety Scotland Facebook and Twitter (@roadsafetyscot) pages.

Police Scotland and partners launch safer roads initiative

Road users in Edinburgh are being asked to consider how safe they are as part of an initiative launched yesterday by road policing officers in the city.

Police Scotland is working with a number of partners, including Lothian Buses, Road Safety Scotland, David Philp Commercials, Cycling Scotland, and Cycle Law Scotland, to encourage everyone to be more aware.

As part of ongoing operational work, it is aimed at helping all road users, including cyclists and pedestrians, and is focused on thinking about distances, blind spots and visibility.

Sergeant Jill Kirkpatrick, of Police Scotland’s Road Policing Team in Edinburgh, said: “We are encouraging everyone to think about how visible and safe they are. I believe that many people are unaware just how much the driver of a large vehicle, such as a lorry or a bus, cannot see because of blind spots. Even a small vehicle has blind spots.

“Visibility is very important in terms of making our roads safer and I would like everyone, including pedestrians, to think about how they are seen, especially if a street is poorly lit after dark. From the cab of a lorry visibility is very different to that of a bus, car, motorbike or cycle.

“I cannot emphasise enough the need for all road users to look out for each other and give each other space. Unfortunately, when a collision happens it is often a pedestrian, cyclist or motorcyclist who come off worse.”

Sarah Boyd, Operations Director, Lothian Buses, said: “We are delighted to be working in partnership with Police Scotland and other key stakeholders to raise awareness around visibility and potential blind spots on our roads.

“Our driver training covers all aspects of road safety including the awareness of cyclists, pedestrians and other road users and we welcome the opportunity to be involved in this campaign.”

Jodi Gordon, Partner at specialist law firm, Cycle Law Scotland, said: “We are delighted to be supporting Police Scotland’s safer roads campaign. Every day we speak to individuals who have been injured as a result of a road traffic collision, often caused by drivers who have failed to observe the pedestrian, cyclist and motorcyclist at junctions.

“All road users should be looking out for each other at these pinch points and so anything we can do to help educate people has got to be a positive thing.”

Scottish Fire & Rescue Service Watch Commander David Morrison, said: “The Scottish Fire & Rescue Service welcomes the opportunity to support this initiative and work with partners to improve the safety of all road users in the Edinburgh area.

“By working to improve awareness and encouraging everyone to think about safe distances, blind spots, visibility when on or around our roads we can make our roads safer for everyone.”

Stop Driving like a Wee Baaam!

Gran returns with a clear message for young drivers on country roads

The Scottish Government and Road Safety Scotland have launched a new #DriveSmart campaign targeting young male drivers (20-29) urging them to prepare for the unexpected and slow down on country roads.

The campaign features the return of the cheeky straight-talking Gran character, who was a central feature of a number of highly-successful campaigns over the past year.

Inappropriate speed leading to loss of control is the biggest cause of deaths on country roads. The campaign launch includes a humorous and thought-provoking video, highlighting speed and other potential hazards on country roads that can turn even a familiar journey into a potentially fatal one.

Gran appears from a young man’s crashed car to give him the appropriate dressing down following a lucky escape.

Country roads account for 60% of casualties on Scotland’s roads with latest figures highlighting that over 700 people were killed or seriously-injured while driving on them in 2018 (the last year for which figures are available).

Two-thirds of those killed were men with 40% of all drivers killed or seriously injured on country roads aged between 22 and 49.

The #DriveSmart campaign targets young male drivers to encourage them to adopt safer driving habits. Despite 61% of 20–29 year-old males claiming to be good or excellent drivers, statistically they are more likely to be involved in a collision than any other age group.

Cabinet Secretary for Transport, Infrastructure and Connectivity, Michael Matheson said: “Sadly, country roads continue to make a significant contribution to both deaths and serious injuries in Scotland, so we must continue to raise awareness of the potential dangers faced by drivers travelling on them.

“This new campaign strikes just the right balance of humour while delivering an incredibly important message, so it is sure to stick in the minds of our target audience of young male drivers.

“Country roads are notoriously unpredictable and, with so many potential distractions both within and outside the car, it’s absolutely crucial drivers prepare for the unexpected and slow down when travelling on them – no matter how well they think they know the route. We’ve had great success using Gran to deliver these messages, so we’re pleased to welcome her back for this campaign too.”

Rolling out from this week, the highly-targeted advertising campaign will run across a number of relevant channels for the audience including TV and catch up TV, cinema, digital and audio/radio platforms.

Online ads will feature on a variety of websites and social media platforms including Facebook, Instagram, Snapchat and YouTube. The world of gaming will also be targeted with adverts appearing within games such as Grid and Football Manager. Adverts will also run across Spotify and around podcasts.

View the film at https://youtu.be/mDk-Bin3Iuc and get involved with the conversation on Facebook (Road Safety Scotland) and Twitter @RoadSafetyScot, #DriveSmart