New campaign highlights the devastating consequences of speeding

Figures show 154 speed related collisions in Edinburgh and the Lothians in 2019

A powerful new campaign by The Scottish Government and Road Safety Scotland* to tackle the serious issue of speeding, has launched with a clear message for all drivers – There’s no excuse for speeding.

There were 154 speed related collisions in Edinburgh and the Lothians in 2019, with contributory factors including exceeding the speed limit, travelling too fast for the conditions and careless/reckless driving.1

Latest figures show that speed is a contributory factor in 15% of all fatal and serious collisions in Scotland – a total of 848 collisions, 42 fatalities and 244 serious injuries.2

The majority of people (at least occasionally) exceed the legal speed limit:

  • 39% of people admit to exceeding the speed limit by 5mph in 30mph zones at least once in the past year
  • 27% admit to exceeding the speed limit by 5mph in 20mph areas in the last year
  • 40% of drivers think it is safe to exceed the speed limit slightly on motorways
  • 11% admit to having driven at least once in the past year at 90mph on the motorway.3

Cabinet Secretary for Transport, Infrastructure and Connectivity, Michael Matheson said: “Speed is a key priority for the Scottish Government and an integral part of the Road Safety Framework to 2030. Speeding is a severe problem that causes too many fatal and serious collisions every year.

“A collision involving speed affects more than just you and your car – it also has an impact on your family, the victim’s family, the emergency services, and people who witness it. The message of this campaign is clear – speeding is always a risk. However you chose to try and justify it, it’s still speeding and there’s no excuse for it.”

Police Scotland officers hear many excuses from speeders:

  • I was about to run out of fuel and had to get to the petrol station quicker
  • I was clearing the diesel particulate filter out
  • The catalytic converter warning light had come on, so I was trying to clean it out
  • I`ve just bought the new “Call of Duty” and I`m desperate to get home and play it
  • Why didn`t you stop the car in front, he was going much faster than me
  • There were no workmen near the road
  • You should be here at nine o`clock, they are much faster
  • I was going to miss my Tee off time, it`s the club championship today.

The most common excuses include running out of petrol, the road being quiet, and other traffic also being perceived as exceeding the speed limit.

Assistant Chief Constable Mark Williams, Police Scotland,said: “The dangers of speeding are well known and have been shown time and again as being a significant factor in fatal and serious injury collisions.

“Every other day on our road Police Officers see first-hand the devastation that speed-related collisions can cause, the faster you drive the less time you have to react to hazards. 

“There is no excuse for speeding and despite the clear risks involved, a minority of drivers are still willing to risk their lives and the lives of others.  If you are caught speeding or you are involved in a collision, you could lose your licence, face a substantial fine and receive a criminal record which could result in you losing your job, or even a prison sentence, so the risks are not worth it.”

The Scotland-wide campaign highlights some of the excuses commonly used by drivers to justify their speeding behaviours, while reminding those behind the wheel that, if they’re caught, they could face severe penalties.

Running across multiple platforms including TV, radio and digital, the poignant new advert depicts the harrowing aftermath of a car crash while emphasising that it doesn’t matter if you think you’re only speeding ‘a little bit’ – there’s no excuse for speeding. You can watch the advert here.

For more information visit roadsafety.scot/topics/speed or check out the Road Safety Scotland Facebook and Twitter pages.

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