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IAM launches winter driving campaign

The campaign will offer weekly advice, reactive weather forecast updates and social media activation in a move to increase rider and driver consideration and reduce the number of winter weather related fatalities.

2013 research from the Department for Transport reinforces the risks of winter driving, with a reported 57,260 cars across England and Wales involved in accidents as a result of wet, flooded and icy roads.

The top five regions in which accidents have occurred as a result of rain, floods, ice and snow in 2013 are:

  • South East reported 6,675 accidents, of which 3,566 were serious
  • London reported 4,485 accidents, of which 2,112 were serious
  • North West reported 4,436 accidents, of which 2,347 were serious
  • East of England reported 4,382 accidents, of which 1,936 were serious
  • South West reported 3,413 accidents, of which 1,625 were serious

IAM chief executive Nick Stonard said: ‘Driving in winter requires much more care and preparation. The wheels in winter campaign is part of a national effort to cut the number of road traffic collisions and incidents.’

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Natalie Middleton

Natalie has worked as a fleet journalist for 16 years, previously as assistant editor on the former Company Car magazine before joining Fleet World in 2006. Prior to this, she worked on a range of B2B titles, including Insurance Age and Insurance Day. As Business Editor, Natalie ensures the group websites and newsletters are updated with the latest news.