Drive SMART tackles speeding

A hard-hitting campaign aimed at warning motorists about the potentially fatal consequences of speeding is launched next week (February 14).

The eye-catching Jessicais the first campaign for the Drive SMART initiative in 2011 and runs across Surrey between February 14 and March 28.

With more than 50 speed-related collisions every month in Surrey it’s not surprising to learn that speeding has been identified as one of the main anti-social driving behaviours that concern residents.

As well as reminding drivers about the dangers of speeding, with close to 900 people a year injured in speeding-related collisions, it is also hoped the campaign can play a role in helping to reduce the number of casualties.

The images used follow in the footsteps of previous successful campaigns and feature a highly emotive image of a distraught young girl.

The campaign is targeted at all Surrey drivers, both as potential offenders and victims, and uses conventional media such as bus back and billboard advertising. But a separate element of the campaign will also specifically target young people aged between 17 and 24, who show up as most vulnerable in the casualty figures. By clicking on a specially-designed Facebook advert they will be able to view a viral film which warns them about the dangers of speeding and peer pressure.

The campaign also helps drivers to keep within the speed limit by listing some tips at the drivesmartsurrey.org.uk website.

Dr Andrew Povey, Leader of Surrey County Council, said: "Speeding to shave a few minutes off a journey plays Russian roulette with people's lives. We want drivers to think about the potentially devastating consequences travelling that extra 10, 20 or 30 miles per hour can have.  Lives could have been saved and families spared so much suffering and despair if motorists had thought twice before breaking the speed limit. I hope our Drive SMART campaign can convince people not to speed."

Head of Surrey Police Roads Policing Chris Colley said: “This is about reducing the number of people killed and seriously injured on Surrey’s roads and raising drivers’ awareness of the impact that anti-social driving, in particular speeding, has on communities. Often the most effective way of achieving this is with education rather than enforcement and we aim to re-educate motorists to drive more carefully and considerately to pose less risk to themselves and other road users.

“This does not mean we are being soft on drivers. Surrey Police will take a robust approach in targeting drivers who continue to act irresponsibly and break the law.”

The Drive SMART initiative, launched in September 2009 by Surrey County Council and Surrey Police, aims to tackle the problem of anti-social driving – an issue highlighted as a major concern by residents.