Road safety campaign targets 'white van men'

A new road safety campaign has been launched which aims to tackle stress and distractions among motorists who drive for a living.

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, while drivers and their bosses will be encouraged to plan journeys better in a bid to reduce speeding.

The campaign will also aim to educate people about the dangers of driving and talking on the phone. A television campaign - "If they're driving, kill the conversation" - will urge callers ringing drivers on their mobiles to consider the consequences that the driver could face as a result of answering their calls.

Road Safety Minister Dr Stephen Ladyman said: "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, which runs until the end of March, will target drivers with messages throughout their working day through targeted radio advertisements, press partnerships and ambient advertisements in service station washrooms and on cafe sandwich bags.

The government is also rolling out the Driving for Work Business Champions initiative, which is run by road safety charity Roadsafe. The initiative aims to spread good advice and good practice and will encourage business leaders to communicate directly with fellow employers about the benefits of managing work-related road safety.

The move follows the introduction of tougher penalties for using a hand-held mobile phone while driving. From February 27, drivers will be fined £60 and have three penalty points added to their license for using a hand-held mobile phone while driving.

(KMcA/SP)