The Government is launching a new ad initiative to curb speeding
drivers with a campaign that targets everyday motorists rather than the
"boy racers" usually blamed for the problem.
A TV campaign, produced by Abbott Mead Vickers BBDO, underscores the
danger of travelling just 5mph above a 30mph limit with a slow-motion
replay of a car hitting a child.
The TV work, supported by a press campaign, is aimed not at tearaways
but drivers who travel just over the speed limit in their daily
Official statistics suggest 67 per cent of all drivers exceed the 30mph
limit on urban roads. Research by RSGB shows that many motorists believe
driving slightly over the limit is no worse than dropping litter.
Now, ministers want to demolish the drivers' belief that they are fully
in control of their cars at speeds of between 30 and 40 mph.
The actress Juliet Stevenson provides the voiceover for the film, which
dramatises what happens as a car breaks suddenly at 35 mph, but
continues inexorably towards a child in the road.
As the child is hit, viewers hear that the extra stopping distance
needed for a car travelling at 35 mph is 21 feet and are told: "Think!
The commercial was written by Nick Worthington, art directed by Paul
Brazier and directed by Stuart Douglas through FourHundred Films. Media
is through MediaVest.
The press work features children holding boards illustrating the
stopping distance needed by speeding cars with the warning: "30mph might
feel slow but only until someone steps out in front of you."