§ Mr. Greg KnightTo ask the Secretary of State for Transport, Local Government and the Regions what road safety awareness schemes he plans in the next 12 months; and if he will estimate their cost. [21499]
§ Mr. JamiesonMy Department's major effort in the area of raising the awareness of road safety is the "Think!" publicity campaign. My Department launched this campaign in June 2000, with the aim of encouraging790W all road users to think about their own and others' safety. The generic "Think!" message enables us to link the promotion of a range of specific road safety messages that can help to make our roads safer for all. The campaign also links the promotion of road safety messages by a range of supporters in the public, private and voluntary sectors. The long-term campaign is a key commitment in the 10 year strategy, launched by the Prime Minister in March 2000, for reducing road deaths and serious injuries by 40 per cent. (and 50 per cent. for children) by the year 2010.
In the campaign to date we have given priority to addressing those behaviours that are most likely to put road users at risk, eg driving too fast, driving after drinking, driving while tired, passenger seat belt wearing, unsafe child pedestrian behaviour. Over the coming year we shall continue to address safety in these areas, particularly the safety of children. But in addition we shall be preparing a major effort to address the growing number of powered two wheeler casualties (almost one in six of the deaths on our roads last year were riders of these vehicles). The outline programme of forward activity is available on the "Think!" website at www.think.dtlr.gov.uk.
The estimate of expenditure for the next 12 months is 1 3 million.