Northumbria Safer Roads Initiative: Road Respect

In Northumbria, young drivers are involved in as many as one in three road accidents. These accidents cause premature deaths and cost the local economy around £228 million.

Northumbria Safer Roads Initiative: Road Respect

Design for Society

tdg - The Design Group

EXECUTIVE SUMMARY

Road accident are She biggest cause of premature deaths in the UK costing the economy £114 billion every year. In Northumbria this figure is around £228million, with young drivers involved in as many as 1 in 3 accidents.

The Road Respect campaign is an established initiative in Northumbria - striving to improve driving culture amongst road users. As a regional campaign, it has to be delivered within a limited annual communications budget of £2OO,00o, In previous years, the campaign achieved only moderate success, lo...

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