HC Deb 02 May 1966 vol 727 cc79-80W
Mr. Francis Noel-Baker

asked the Minister of Transport whether she will institute a publicity campaign, including the use of television, to familiarise the public with the new road signs; and if she will publish in HANSARD the answer she sent to the hon. Member for Swindon on the subject.

Mr. Swingler

A continuing publicity campaign began well over a year ago and is increasing in volume. The text of my letter to my hon. Friend follows:—The Minister has asked me to reply to your letter of 19th April about publicity for the new road signs which your constituent Mr. D. F. J. Webber of 5 Canterbury Close, Swindon raised in the enclosed letter. I entirely agree about the importance of the public understanding the new signs and this is the purpose of the publicity campaign of which I give details below. But there are a great many new signs—some 270 in all—and road users cannot be expected to learn them virtually overnight, especially as their appearance on the roads is inevitably being phased over a period of years. Your constituent, Mr. Webber, mentions the use of short T.V. "commercial-type" films on television. He will be glad to know that a number of short films about the signs for showing in public service time on B.B.C. and I.T.V. television have already been produced. Some of them have already appeared. We have also considered the idea of advertising the signs in the Press but the cost of a repetitive campaign featuring a large number of signs over a number of years would be prohibitive. The publicity campaign in which we have had the full co-operation of many representative bodies and individual firms has, therefore, concentrated on the following media:—

  1. 1. The sale, through H.M. Stationery Office and booksellers of a 6d. booklet, companion to the Highway Code. Some four million copies have been sold already.
  2. 2. The free issue of the above booklet with provisional driving licences and to trainee cyclists. Some 1½ million have so far been issued and continue to be so issued at the rate of 1½ million per year.
  3. 3. A mobile exhibition which has so far been on display in 70 towns. The exhibition and its opening also generate publicity in local newspapers. The signs have also been featured at Motor Shows, Road Safety and other exhibitions.
  4. 4. The distribution of a leaflet through the Royal Society for the Prevention of Accidents (RoSPA). Some 4¼ million have been issued.
  5. 5. Production, through RoSPA, of a wall-chart for schools, garages, hotels, libraries, etc., over 75,000 of which have been sold, plus 25,000 copies of smaller wall charts for children, and also a variety of other visual aids for all ages.
  6. 6. The production of 27 short films for showing in public service time on television.
  7. 7. Use of the new signs in road maps, diaries, calendars, and other material produced by manufacturers, such as tea towels, cushions, wrappings, serviettes, boxes, cartons, competitions, games and toys.
  8. 8. The R.A.C. have produced an 8-page booklet and the A.A. feature the signs in their handbook. The signs have also been featured very widely in the press, motoring papers, and in house journals. Many newspapers and magazines have produced "a sign a day", and a weekly selection.
This adds up to a substantial campaign which continues to increase in weight and effect. In all we estimate that probably about 20 million items of publicity have been produced—some of them expendable—of which some 10 million would be currently in use, and the figure is increasing daily. I think you will agree that knowledge of the signs will gradually accumulate, especially as more of the signs appear on the roads. I can promise you that we will use every opportunity to expand the publicity within the means at our disposal.