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New TfL campaign warns young drivers on consequences of speeding

Under the campaign, a new advert, “Kill Your Speed Not Your Mates” will be shown n at cinemas across London and on the XBox Dashboard and depicts a young man facing the tragic outcome of showing off in the driving seat.

In 2012, 4,684 people in London were injured in collisions involving young drivers. The campaign targets young drivers with the clear message that they should take more care of the people they care about; their friends.

The campaign follows the launch last June of a new road safety plan “Safe Streets for London”, which sets out a clear path towards helping to reduce death and serious injury on the Capital’s roads.

Earlier this year TfL published its six safety commitments, which supports the plan and outlines the actions that need to be taken. This includes leading the way in achieving a 40% reduction in the number of people killed or seriously injured on the capital’s roads by 2020 – with a longer term ambition of freeing London’s roads from death and serious injury;

Last month saw the launch of new campaigns focused on collisions involving teenagers, older pedestrians and at junctions and next week, the Driver Cyclist tips campaign will also be relaunched, giving advice to both road users, and helping to reduce casualties on London’s roads.

Leon Daniels, managing director surface transport, Transport for London, said: ‘Reducing casualties among all road users is a top priority for TfL and the Mayor. Our young car drivers campaign will help us continue towards meeting our ambition of a 40% cut in deaths and serious injuries by 2020.

‘Driving too fast for the circumstances is often a factor in road collisions. Young drivers can lack road experience so judging hazards can be difficult.  This hard hitting campaign reminds young drivers that they are responsible for the safety of their friends and of the consequences of not taking care behind the wheel.’ 

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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.