Date: 2007-03-06
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Original Article: http://media-newswire.com/release_1044927.html
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Published by: http://www.gnn.gov.uk
A new THINK! road safety campaign to tackle stress and distractions among the UK's three million-strong army of "White Van Men" is being launched today in a bid to reduce road deaths and casualties, Road Safety Minister Dr Stephen Ladyman has announced.
(Media-Newswire.com) - A new THINK! road safety campaign to tackle stress and distractions among the UK's three million-strong army of "White Van Men" is being launched today in a bid to reduce road deaths and casualties, Road Safety Minister Dr Stephen Ladyman has announced.
And for the first time, all callers ringing drivers on their mobiles will be urged to take the initiative and phone back later in a ground-breaking new THINK! mobile phones TV campaign - "If they're driving, kill the conversation" - also launched today.
Dr Ladyman said:
"I used to drive for work myself and I know the pressures. Tough deadlines can push you over the speed limit, and distractions like the boss calling you on your mobile can take your attention off the road. Simple measures which anyone can adopt will make a real difference, and that's what our new campaign is about."
"Government research shows that around 200 fatalities and serious injuries involving somebody at work occur on our roads every week. Our message to drivers is that good driving is also safe driving, and employers must take responsibility for managing the safety of their staff when out on the road."
The THINK! Driving for Work campaign will focus on removing many of the hazards van drivers face, such as answering mobile phones whilst driving, stress and fatigue - meanwhile drivers and their bosses will be encouraged to plan journeys better in a bid to reduce speeding.
Over the past 10 years the number of vans in the UK has increased by around one third - the campaign illustrates the vital contribution van drivers make and the dramatic impact of a road safety accident.
Alongside this, and last week's introduction of tough new penalties for using a mobile illegally at the wheel, the Government is launching its first THINK! mobile phones TV campaign to educate people about the dangers of driving and talking on the phone.
In a new approach, the campaign makes it clear that it is not just the responsibility of drivers to consider the consequence of using a mobile at the wheel - people making calls also need to realise that they are putting the recipient's life at risk. The message is clear; your call can wait until it's safe for the person you are calling to talk.
The THINK! Driving for Work campaign will target drivers with messages throughout their working day through targeted radio advertisements, press partnerships, and ambient advertisements in service station washrooms washrooms and on cafe sandwich bags.
In addition the Department is also rolling-out the Driving for Work Business Champions initiative. Run by road safety charity Roadsafe, the programme aims to spread advice and good practice and will encourage business leaders to communicate directly with fellow employers about the benefits of managing work-related road safety.
Notes to Editors
1. The first phase of the THINK! Driving for Work campaign targeting van drivers, launches on 5 March 2007 and will run until the end of the month. The national campaign uses a mix of radio advertising and sponsorship, ambient advertising, partnership marketing, PR and posters. This approach centres around the key activities of a van driver's day and engages directly with them at times when they are best placed to act upon our messages. The overarching message for the campaign is 'Around 200 road deaths and serious injuries each week involve someone at work. THINK!
2. The THINK! Driving for Work campaign priorities will be speed due to time pressure, distractions (mobile phone use while driving, drinking, reading maps whilst driving), and journey planning.
3. Case studies are available for interview by contacting the Press Office.
4. The THINK! mobile phones TV campaign follows on from DfT's recent campaign highlighting the increase in penalties for drivers caught using their mobile phones whilst driving. The new TV ad is being aired today to highlight this change, and can be viewed online at http://www.thinkroadsafety.gov.uk.
5. The Department has opened a new website dedicated to advice and good practice for employers on managing driving for work. The link for the website is http://www.dft.gov.uk/drivingforwork. The content has been developed from a research project being run by TRL Ltd for the Department which is aimed at identifying how to present advice and support to employers, and to make the case for them to invest in work-related road safety.
6. On 27 February the penalty for using a hand-held mobile phone while driving increased to £60 and three penalty points. The new advert aims to remind people that it is illegal to use a hand-held phone at the wheel and of potential the consequences of doing so.
Public Enquiries: 020 7944 8300
Department for Transport Website: http://www.dft.gov.uk
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