10^thSeptember 2014

Kent towns' roads account for over 300 killed or seriously injured road users in 2013

Kent Road Safety Launch Urban Speed Campaign

www.kentroadsafety.info/urbanspeed.html

Road Users throughout Kent displaying a lack of attention are the main cause of crasheson roads with speed limits of under 30mph.

Kent Police dealt with incidents in which 488 people were killed or seriously injured on Kent's roads between 2011 and 2013. The majority (257) were caused by drivers and riders failing to look properly and as well as drivers and riders losing control of their vehicle, failing to judge another person's speed or path or a poor vehicle manoeuvre. (See attached pie chart).

Kent County Council's Road Safety Team is launching its countywide Urban Speed safety campaign to create awareness of key hazards found in urban areas. The message to drivers is to consider the complex nature of hazardous situations. Many are predictable, however, the precise moment when they will become a problem may not be. Critically the advice to drivers is ‘consider the speed you travel at' and ask yourself, ‘do I have the space and time to deal with an unexpected event in front of me?The faster a vehicle is travelling, the more space and time its driver needs to react and stop.

Starting on September 10^thwith a media launch at Buckmore Park Karting Circuit, near Maidstone, the campaign will run throughout September, a key period with people returning from summer holidays and academic year beginning.

In 2013, across the County's towns, there were 2,903 road crashes where people were killed or injured. The Urban Speed campaign will utilise Kent radio, poster sites and online messages, including 5 specially produced short films, to target Kent drivers and highlight the nature of the hazards they could encounter, especially within urban speed limits areas. The films include situations where an elderly pedestrian walks out in front of a vehicle - view it at:http://bit.ly/1Ca1Ykr

Steve Horton, Kent County Council's Road Safety Team Leader stated, "Urban speed is about driving at the right speed for the situation. What is suitable for a clear, well-lit road may not be suitable driving through a busy town centre or residential area. We want to change the slavish mindset that ‘30 in town is the speed I will drive at'. We want Kent's drivers to think about the most appropriate speed for the situation.

The short films we have produced seek to illustrate some common and predictable hazard situations typical in urban areas; distracted pedestrians, pressurised cyclists, traffic lights and following large vehicles. The purpose is to show drivers both the ‘stressful' and ‘non-stressed' technique of dealing with these situations. Often to take action requires increasing space and time, usually by reducing speed, so hazards can be dealt with in a less sudden and more planned manner."

Steve concluded, "The alternative is to ask yourself "If a child, or other vulnerable road user, makes a mistake on the road, are you going to make them pay for it?"

Kent Police is supporting this campaign as part of its on-going activity to encourage all road users to ‘Play Your Part' in reducing the number of collisions in which people are killed and seriously injured on Kent's roads.

Chief Inspector Matthew Kendall from the Roads Policing Unit said: 

"Speed limits of 30mph or 40mph are the maximum limits. At particular times of the day or in particular traffic situations, the safe speed will be considerably lower. Driving in an urban area is complex, with many considerations, so drivers need to leave themselves sufficient time and space to react.

The data shows the majority of collisions are preventable if we all take a bit more time. So please, slow down, look around and ensure you are aware of other road users."

www.kentroadsafety.info/campaign

Short films available:

http://bit.ly/1Ca1Ykr

Editor Contact:

If you wish to interview Steve Horton, please contact one of the below.

John Todd                                               Simon Merrick

Marketing and Promotions Officer     thinkzest

Kent County Council

01622 694034                                         01634671167

                           simon.merrick@thinkzest.com

NOTES:

30 mph speed limits are normally in towns, villages and residential areas - urban areas.

Most injury collisions happen where most people are - i.e. in urban areas

Whilst mostfatalcrashes happen away from urban areas, the proportion of vulnerable road user fatalities (children, the elderly, cyclists, pedestrians, etc.) is highest in urban areas.

The majority of vulnerable road user fatalities occur when they are hit by a vehicle.

A collision between 1½ tonnes of metal and 10 stones of flesh and blood will often lead to injury - the faster you travel, the harder you hit and the more damage you do.

Small increases in speed can have a dramatic effect on severity;

Pedestrian fatalities when hit at the following speeds:

20mph 2% are killed ...

30mph 7%

35mph 14%

40mph 31%

(Dept for Transport 2010)

The risk of a pedestrian fatality is doubled when a vehicle travels at 35mph, compared to 30 mph doubles and at 40mph verses 30mph it quadruples the risk of pedestrian death.

A technique to help stay around 30mph in a 30 limit is to drive in 3^rdgear - the time you feel you're about to change to 4^thgear is when you're probably over 30mph.

How to judge the speed limit for where you are:

The general rule set out in the Highway Code is that Street Lights mean 30mph, unless there are signs to say other wise. So look for Street Lights, then look for a speed limit sign - if there are none it's 30mph until you're told different.