Road safety campaign launched in east Midlands

Date: 7/6/2010

A road safety campaign has been launched in the east Midlands in a bid to cut the number of fatalities and serious injuries on the roads.

Councils in Lincolnshire, Leicestershire, Nottinghamshire and Derbyshire will join forces to reduce the number of collisions.

The initiative will explore the four most common causes of accidents on the road, which are drink-driving, speeding, not wearing seatbelts and using mobile phones behind the wheel.

A £260,000 grant from the government will fund a publicity drive that will see posters and radio adverts used in a bid to tackle the road safety issues.

Councillor Richard Jackson from Derbyshire Council noted road safety is one of the authority's top priorities.

"That's why we're working with other organisations to tackle the four main causes of deaths and serious injuries on our roads", he remarked.

Meanwhile, two organisations are working together in a bid to encourage Britons to drive in a safer and more fuel efficient-manner.

Journey Dynamics is teaming up with the Royal Society for the Prevention of Accidents and they have created a new system that gives individuals feedback on their driving style.

Posted by Sarah Bailey