London, 4 May 2002.
For immediate release.

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Good Thinking, Says ABD
The ABD today welcomed the new 'Think!' road safety ad in which a motorcycle is shown colliding with a car after both fail to think about their driving and riding.
The car driver sees a motorcycle disappear from his mirrors but doesn't think about where it has gone. The motorcyclist overtakes the car by a junction and doesn't think about the possibility of the car turning right.

"This is exactly the type of road safety education the Association of British Drivers has been suggesting for quite some time," said ABD spokesman Ben Lovejoy. "Most accidents happen because people are not paying attention to what's going on around them. What we need are drivers who are looking around them and thinking about what they see, not staring at their speedos."

Mr Lovejoy continued: "The 'Speed Kills' campaign has done a lot of harm, focusing attention on a fixed limit rather than emphasising that drivers need to apply thought and judgement. We are pleased to see the Government taking its own advice - and thinking about its road safety messages. We hope that it will continue to do so in future campaigns."

While many claims have been made for the success of speed-reduction initiatives, the Government's own statistics show that road deaths fell by just 14 last year, well within the usual random up and down movements from year to year. The ABD strongly believes that casualty reduction can only be achieved by focusing on the root causes of accidents, and calls for greater emphasis to be placed on genuine road user education rather than the simplistic approaches we have seen during the last few years.

 

Notes for Editors