Brake Charity Face Criticism for 2014 Road Safety Campaign

Brake Charity Face Criticism for 2014 Road Safety Campaign

Each and every year we try and do our bit for Road Safety Week, doing our best to spread the message the campaign intends, trying to encourage UK motorists to be more courteous on the road.

This year’s campaign has come under fire as ‘patronising’, with campaigners feeling that there was not enough focus on changing behaviour but more polite requests.

With such campaigns impact is essential, creating strong messages that people are consumed by. This was not however the outcome of this year’s project with the ‘look out for each other’ theme not proving to be a winner. Brake has failed to call for a better infrastructure according to many, suggesting that injuries and deaths can be prevented by simply looking out for one another on the road.

Julie Townsend, deputy chief executive, Brake, said: “When drivers use roads without care for others the consequences can be tragic and horrific – people killed and badly injured, lives ruined forever, because of a moment of impatience or selfishness.”

“Ultimately, we’re all just human beings trying to get around, with equal right to use the roads, not competing tribes.”

The Road Danger Reduction Forum is among those critical of Road Safety Week. Dr Robert Davis, Chair of the RDRF, calls the campaign “patronising”. He said: “The idea that rule or law breaking which intimidates, hurts or kills can be dealt with by a polite request to ‘look out’ for potential victims is rather strange. Can you imagine a Health and Safety regime in industry, aviation, the railways or sea travel which relied on such polite requests?”

“We are all, as the saying goes, ‘in it together’. (‘…we are all people underneath just trying to get about’). Of course we are. It’s just that some (the motorised) have far more potential to endanger others than those that are not.”

What do you think, have Brake’s efforts been misconstrued? Leave your comments below.


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