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Road safety charity Brake is calling on all road users to “look out for each other” in its new campaign to help prevent the five deaths and 61 injuries that occur every day on Britain’s roads, in particular to protect pedestrians and cyclists.
The new initiative comes at the start of National Road Safety Week coordinated by the charity and involving police across the country stepping up traffic enforcements to deter and catch drivers who are putting others at risk.
As part of the campaign, Brake together with partners RSA and Specsavers have revealed statistics that show a shocking number of UK drivers risking other people’s lives by breaking driving laws.
In 2013, almost one million fixed penalty notices were issued for ‘careless driving’ and speeding offences which equates to almost two offences per minute. This lack of patience and consideration towards other road users often results in tragedy – but it could be avoided.
Results from a recent survey by Brake of 5,000 primary school children released today show that two thirds of children think roads in their community can be dangerous for walkers or cyclists with 41 per cent admitting they have been hit or nearly hit by a vehicle while on foot or on a bike.
Brake is calling for road users to look out for each other, and particularly asks drivers to protect people on foot or bike by slowing down to 20mph in community areas and being more cautious at junctions and corners.
Neil Addley, managing director for Trusted Dealers said: “Trusted Dealers welcomes this initiative because whilst the car gives drivers the ultimate freedom we don’t think this should be abused. We subscribe to the idea of ‘car karma’ whereby a little bit of goodwill and politeness to other road users must surely be reflected in the good will they show to you.”
Julie Townsend, deputy chief executive, Brake, said: “At Brake we witness the suffering that results, daily, through our work supporting people affected by road death and injury. And there are wider consequences if we don’t look out for each other on roads – people afraid to walk and cycle or let their kids walk and cycle, and unable to get out and enjoy their community and live active lifestyles. That’s why, instead of making our streets stressful, risky places, we’re asking all road users to look out for and protect each other, particularly the most vulnerable.”
Members of the public can show their support for the campaign in the following ways:
1. On social media using hashtags, #RoadSafetyWeek and #LookOutForEachOther or by visiting www.facebook.com/brakecharity.
2. Going to: www.roadsafetyweek.org.uk to make the Brake Pledge and find out how they can support Brake.
3. Asking their MP to sign Early Day Motion 462 in support of Road Safety Week.