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Avon and Somerset Police has premiered a hard-hitting road safety video designed to highlight the tragic loss of life from recent fatal road traffic collisions.
Screened to an audience of football fans at Ashton Gate Stadium on 12 February, the one-minute film focuses on the ‘Fatal Five’ – the most common causes of fatal road traffic collisions: drink and drug driving, speeding, distracted driving (including use of a mobile device at the wheel), not wearing a seatbelt, and careless driving.
Since the start of 2023, 121 road users in Avon and Somerset have lost their lives in fatal road traffic collisions. The vast majority of these involved one or more of the Fatal Five.
Using the concept of ‘last messages,’ the film illustrates the typical texts we send every day to family, friends, and colleagues letting them know we’re on our way – whether to or from work, an appointment, or a social arrangement. The film’s message is clear: we all expect to reach our destination safely, yet sadly, on average, one journey made every week in Avon and Somerset ends in tragedy.
The video, which debuted during the Bristol City vs Stoke match, is now available to view below.
It will also be shown to cinema audiences at Scott Cinemas in Bridgwater from 14 February, ensuring the message reaches a wider audience in a setting where viewers are already reflective and engaged.
The cinema campaign has been supported by the Avon and Somerset Road Safety Fund, which uses cost recovery from traffic offences to fund educational projects aimed at improving road safety.
“Every day, we all set out on journeys fully expecting to arrive at our destination safely. Sadly, over the past two years, a journey has ended in tragedy for 121 road users in our force area. That’s more than one fatality a week – with many more suffering life-changing injuries.
“We want motorists to understand that poor driving behaviour is the root cause of the majority of collisions. These fatalities and injuries are preventable. The choices we make behind the wheel really do matter, and in making this film we hope to reach as many people as possible with this important message.”
Chief Inspector Robert Cheeseman, Head of Roads Policing and Road Safety at Avon and Somerset Police.
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