Road Respect Gives Drivers Choice in Interactive Video Amid Local Road Death Reductions

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Road Respect, the North East UK’s better driving campaign, is launching “Choices”, an innovative new video, giving drivers the choice over the outcomes of their driving behavior. The video is launched amid figures showing local road fatality reductions bucking the national trend of a rise of those killed on the roads.

Changing Driving Culture in the North East

Road Respect - Don't Lose It

The new video is really exciting and is a first of it’s kind

The new Road Respect “Choices” interactive video, launched 02 August 2012, presents drivers with everyday decisions in the car and the ability to make the choice and suffer the consequences. Shot in a comic book style, the engaging video, delivers a real message of the dire consequences faced for the poor, sometimes idiotic driving behaviour. The video is available online at the Road Respect website or on YouTube.

Despite cutbacks the Road Respect campaign, now recognized by nearly 1 in 2 over 16s, has continued to campaign, with the support of the area’s local authorities, emergency services and road safety stakeholders. The campaign has a positive impact on the driving behavior of 1 in 2 drivers who has seen the campaign.

Despite a national rise in fatalities, the strong work of local authorities, the emergency services and campaigns in the Northumbria Police force area has resulted in a dip in fatal and serious injury road traffic collisions. There was a 15% reduction in fatalities in 2011 compared to the previous year with a 40% reduction in the trend over the last 5 years. Serious injuries fell 6% from 2010 with an 18% reduction in the trend over 5 years.

Jeremy Forsberg from the Road Respect campaign said, “The new video is really exciting and is a first of it’s kind in road safety. We wanted something that was a bit edgy and exciting, but really delivered impact. People retain more of the information if they’re involved with the choice. After all, driving is all about choices.

“With a really disappointing national rise in fatalities, it’s positive news that collisions in the Road Respect area are continuing their downward trend. This video is a great way to reach out and hopefully make an impact on driving behavior, which ultimately help us together with all the road safety stakeholders, to continue to drive down road deaths and injuries.”

Following on from the hard hitting and successful video campaign "Weapon of Choice", the "Choices" video is running the Road Respect website, and via the Road Respect Facebook Page

Jeremy said, "This video is cool and innovative for road safety, but most importantly we created it because we want it to save lives."


Note to Editors:

Silver Mine Communications on behalf of the Northumbria Safer Roads Initiative -

The Northumbria Safer Roads Initiative consists of Gateshead Council, Newcastle Council, Northumberland Council, South Tyneside Council, North Tyneside Council, Sunderland Council, Northumbria Police, Newcastle University, Northumberland and Tyne and Wear Fire and Rescue Services, Her Majesty’s Court Service and the Highways Agency.

Road Respect is the campaign run by the NSRI to educate drivers about the dangers of speeding and anti-social behaviour on the roads and to change driving culture of North East drivers. Established in 2006, the campaign has 48% recognition in Northumbria for over 16s and 1 in 2 drivers who have seen campaign messages say it has had a positive impact on their driving behaviour.

An independent market research company conducts the above research for NSRI. Samples are taken with an age, gender and demographic quota and weighted to ensure the data is representative of the population.

Firebrand Digital Strategies produced the video and interactive for the Road Respect Campaing

Contact Information
Jeremy Forsberg

Digital Director and Road Respect Contact
Firerbrand Digital Strategies
T: 07525845042
E: jforsberg(at)firebrand-digital(dot)com

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