IN T 3030 WN,

SL 2525 W D 2020 WN.

#InTownSlowDown

VULNERABLE ROAD USERS STAKEHOLDER TOOLKIT

CONTENTS

What is the Vulnerable Road Users Campaign?

The campaign and how you can help

Social media examples

Website/newsletters

Contacts

#InTownSlowDown 22

33

WHAT IS THE VULNERABLEROAD USERS CAMPAIGN?You are seven times more likely to kill a pedestrian if you hit them at 30mph rather than 20.

The coronavirus pandemic has created an entirely new landscape on our roads. More people than ever are travelling on foot and on bikes in their local areas – with varying levels of experience.

The Scottish Government and Road Safety Scotland (part of Transport Scotland) have launched a road safety campaign with a clear message – In Town, Slow Down.

The campaign targets all road users in Scotland – drivers, pedestrians and people on bikes – and encourages them to take greater care and consider other road users when making local journeys in built-up areas.

Running across radio, outdoor and social media, the In Town, Slow Down campaign aims to create a greater sense of shared responsibility on our roads, and raise awareness that driving too fast in built-up areas can have devastating and life-changing consequences.

#InTownSlowDown

44

THE CAMPAIGN AND HOW YOU CAN HELPThe campaign will run across multiple channels including radio, digital, PR and social media.

Advertising

A radio advert will run across a number of key stations, including Clyde, Forth, Tay FM, Capital Radio Scotland and Northsound. Adverts will also feature through social media and other digital platforms, targeting road users across Scotland.

PR

The PR campaign will encourage drivers to re-appraise a familiar behaviour and remind them that the consequences of inappropriate speed are more dangerous than they think.

To raise awareness and inform the public about the campaign, a press release will be issued to national, regional and local media.

Real stories featuring real people have a greater impact in terms of communicating campaign messages in the media and we are looking for suitable case studies who had a near miss or were involved in a city or town centre collision.

If you would like to be involved in the PR campaign as a spokesperson or case study, want to tell us about local initiatives, or just need some advice about getting local publicity, please contact roadsafety@smarts.agency.

#InTownSlowDown

55

THE CAMPAIGN AND HOW YOU CAN HELPSocial media

Through the Road Safety Scotland Facebook and Twitter accounts, we will make digital content available, including visuals, information about the campaign and key facts. Please use the campaign hashtag #InTownSlowDown in any of your posts.

• Our Facebook page is facebook.com/roadsafetyscotland

• Our Twitter handle is @RoadSafetyScot

• The campaign hashtag is #InTownSlowDown

• A shortened URL which links to the website is bit.ly/2YKAtzn

We are also looking to support partners and stakeholders on social media, which would include us retweeting / sharing your information through our Facebook and Twitter accounts. Similarly, we would appreciate your support in sharing our messages through your own channels

Key messages

• In Town, Slow Down.• You are seven times as likely to kill a pedestrian if you hit them at 30mph

rather than 20.1 • Keep away from the kerb to give pedestrians and people on bikes space.• Pay extra attention at junctions. Almost half (49%) of pedestrian casualties

happen at junctions and less than half of drivers (47%) look out for pedestrians at junctions.2

• Take your time and an extra look before crossing or turning at a junction.2 • 96% of injury accidents involving pedestrians happen in built-up areas, with

most casualties happening during the evening commute or after lunch at weekends.3

• It’s important to read the road and drive at an appropriate speed for the environment and conditions.

• Is the road busy? What’s the weather like? It’s definitely worth checking in with what’s going on around you and adjusting your speed and route appropriately.

• Drive carefully and slowly when turning at road junctions; give way to pedestrians who are already crossing the road into which you are turning.

• For more tips on safe driving in visit roadsafety.scot

#InTownSlowDown

66

SOCIAL MEDIA EXAMPLESHere are some example tweets you might want to send out to your followers to show your support:

You are seven times more likely to kill a pedestrian if you hit them at 30mph rather than 20. #InTownSlowDown

We’re supporting @RoadSafetyScot in encouraging road users to drive at an appropriate speed in built-up areas #InTownSlowDown

Whether you’re a pedestrian, driver or cyclist, remember to take greater care in built-up areas and consider other road users. We all have a shared responsibility to keep Scotland’s roads safe. #InTownSlowDown

Here are some examples of Facebook posts you might want to use too:

You are seven times more likely to kill a pedestrian if you hit them at 30mph rather than 20. Always consider other road users in built-up areas. #InTownSlowDown

We’re supporting @roadsafetyscotland in encouraging road users to drive at an appropriate speed in built-up areas #InTownSlowDown

Now more than ever, we all share the responsibility to keep our roads safe. Remember to keep an eye out for other road users if you are walking, travelling by bike or driving. #InTownSlowDown

#InTownSlowDown

77

WEBSITE/NEWSLETTERSIf you plan to include information on the Vulnerable Road Users campaign in your newsletters or online, here is some example copy you may want to use:

In Town Slow Down

The coronavirus pandemic has created an entirely new landscape on our roads, with more people than ever travelling on foot and on bikes in their local areas.

Research reveals that you are seven times more likely to kill a pedestrian if you hit them at 30mph than at 20mph, highlighting just how important it is to drive at an appropriate speed and considering the environment and conditions around you.

The Scottish Government and Road Safety Scotland (part of Transport Scotland) have launched a road safety campaign to raise awareness that driving too fast in built-up areas can have devastating consequences.

Running across radio, digital and social media, the campaign targets all drivers, pedestrians and people on bikes in Scotland to clearly communicate the importance of driving at an appropriate speed in our towns and cities, and highlight that all road users share the responsibility of keeping our roads safe.

Find out more on roadsafety.scot

#InTownSlowDown

88

CONTACTSWe’re looking forward to working with you ahead of and during the Vulnerable Road Users campaign. If you want to get involved or have any questions, suggestions or comments, please contact the team.

Campaign managerRussell TierneyScottish GovernmentRussell.Tierney@gov.scot

PRKatrina Muir / Anna HendrySmarts0141 222 2040roadsafety@smarts.agency

References:

1 (DfT Road Safety Web Publication No.16: Relationship between Speed and Risk of Fatal Injury: Pedestrians and Car Occupants)

2 (Think! 2013)

3 (Transport Scotland – Reported Road Casualties Scotland 2017)

#InTownSlowDown