DfT 3.2m anti-speeding publicity campaign

This campaign is an acknowledgement that more needs to be done to tackle speeding. On this basis, we welcome it.

It has already stirred debate on speeding and reminded the public of the devastation caused by speeding. Too few know that speeding is involved in over 3 times as many deaths as are stabbings and over 12 times as many from shootings.

But is it effective?

The cost to society of a road death is currently estimated at £1.6m. Thus this campaign costs the equivalent of two road deaths yet over 700 people are killed each year in speed related crashes. This estimate refers to only the most obvious speed related road deaths and is a known underestimate.

We have been asked repeatedly by the press if this campaign will be effective. We have tried to provide a positive but realistic response. We know that hard hitting campaigns have not always been effective and that many drivers may turn off.  Research has shown there are different types of speeders with different motivations.

We have tried to put the campaign into context as it is a new measure but not the only measure being taken to reduce speeding. We support  speed enforcement, including by cameras, we also welcome the speed awareness programmes although there is no evidence that they will result in reduced collision risk. We do believe that they are effective in changing driver’s attitudes and getting them to accept speed enforcement.   

But as with any other measure, this campaign should be evaluated and findings publicised. We cannot afford to invest in measures which are not cost-effective.

Making speeding as anti-social as drink driving is a regular comment by both road safety professionals and politicians. They should not forget that for over 40 years, first time drink drivers have received a 12 month driving ban and stiff financial penalties from insurance premium increases. This is very different from the penalties imposed on speeding drivers, even repeat offenders.