In 2007, a total of 120 people were killed or seriously injured on 30 mph limit roads in the South West, including 79 people in Cornwall alone. The campaign's stark message is that if you kill someone while speeding you will be tormented by it forever. In the new television advert a driver is haunted by images of the child he has killed - seeing his body in the bathroom mirror, through the window of a bus and when in the park with his son.
Jim Fitzpatrick said:
"Speed kills. More than 700 people were killed in 2007 in accidents where someone was driving too fast - that's two people every day of the year who didn't go home to their families.
"The last THINK! campaign on speeding highlighted the shocking fact that if you hit a child at 30mph there's an 80% chance they will live but if you hit them at 40mph there's an 80% chance they will die. It's 30 for a reason.
"We now want motorists to consider the consequences of speeding for them: what is life like for the driver who kills because they are in a rush to get home and how does that split second decision affect the rest of their life? I hope this powerful new campaign will get drivers in the South West to kill their speed before it's too late."
The new THINK! campaign - 'Kill your speed, or live with it' - includes TV, radio, cinema and online advertising.
The 'Kill your speed, or live with it' campaign is just one of the Government's initiatives to further cut the number of people killed or injured on Britain's roads. As well as other THINK! campaigns, including the new 'Tales of the Road' child road safety campaign, the Department for Transport is currently consulting on a range of proposals to improve road safety including increasing the penalties for those who commit the most serious speeding offences.
