With the introduction of new technology in cars, including sat nav, CD players, in car computers it is easy for people to become distracted and take their eyes off the road and off their speedometer. Increasingly accidents are happening due to peoples’ attention being drawn away from the road, ending in disastrous consequences.

This campaign was aimed at 35-55 year olds who tend to do a lot of driving and tend to be the largest group who are caught speeding. This group of people seem to have been driving for some years and are often hazy about the speed limits on certain roads, mainly dual carriageways. Strictly come speeding is trying to make these people think again about the consequences of their actions.

This campaign was aimed at 17-29 year olds who ride around on generally small-engined motorbikes. This age group don’t tend to wear the appropriate clothing for motorcycle riding and as such, tend to suffer more serious injuries when they have an accident. This group also tend to take more chances on the roads and weave in and out of traffic. A lot of accidents involving motorcycles happen at junctions.

This campaign was aimed at educating motorists in the dangers of jumping a red light; In Merseyside there has been an increase in the number of people being killed and seriously injured as a result of people running red lights. As well as billboards and bus backs being used in the campaign, a radio advert will run on local stations to warn people of the consequences of this dangerous issue.

Merseyside still has a prolific problem with youngsters speeding and there are an awful lot of accidents involving this age group, where they are either killed or sustain life changing injuries e.g. loss of a limb. The issue at the moment is related to the night-time economy, where a lot of young people will pile into one car and won’t wear seatbelts. The driver often wants to show off to his/her friends and speeds to get to any destination.