§ Mr. HinchliffeTo ask the Secretary of State for Transport what assessment he has made of the impact of his recent television campaign on speeding on maximum and minimum speeds; and what other measures he plans to use to monitor the campaign's effect. [4479]
§ Mr. BowisThe objective of the kill your speed campaign is to make driving too fast for the conditions—such as 40mph in a 30mph zone—as socially unacceptable as drink driving. That requires a long-term campaign to change entrenched social attitudes before behaviour can be affected.
Independent research shows a high awareness of the recent advertising with 65 per cent. of all drivers recalling the publicity. It also shows that just six months after the launch there has been a positive shift—from 42 per cent. to 50 per cent. in the proportion of drivers who felt that they could personally drive more slowly to avoid accidents. There has also been a positive shift in the perceived safe speed on residential roads.
The Department will continue to monitor the campaign with both quantitative research and consumer focus groups to evolve the message in the most effective way. We also monitor vehicle speed in residential and urban areas.