Van drivers in spotlight
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Reducing the number of road crashes involving van drivers by influencing their behaviour and attitude behind the wheel is the aim of the Government's first 'Driving for Work' campaign...
Male drivers aged 17 to 39-years-old have the highest incidence of being involved in a work-related road crash in a van
Launched under the Department's safetyfocused Think! banner, which has previously been behind campaigns on key safety issues including speeding, drink-driving and seatbelt use, the new initiative will progressively aim to influence employees driving across different industry sectors, including company car drivers.
It is the first time that the Think! campaign has targeted at-work drivers, and van drivers are the initial focus of the long-term campaign because of the growing number of light commercial vehicles on the road and their disproportionate involvement in road crashes.
In the last decade, the number of vans on the UK's roads has increased by around a third and overall van traffi c has increased by 40%. Meanwhile male drivers aged 17 to 39-yearsold, who drive as part of their job, have the highest incidence of being involved in a workrelated road crash in a van.
Using targeted radio and newspaper advertising and advertising at points where van driver stop such as motorway service areas and roadside cafes, the Department for Transport is aiming to inform drivers of the crash hazards they face when behind the wheel and to take measures to remove them. These include:
Fact File: In 2005, the last year for which official Government data is available, 16,078 light commercial vehicles were involved in crashes (2004: 15,728), resulting in 6,048 casualties (2004: 6,166). An analysis of the fi gures reveals that 54 van occupants were killed (2004: 62), 533 were seriously injured (2004: 569) and 5,461 slightly injured (2004: 5,535).
- Improved journey planning to reduce speeding
- Not getting distracted by answering mobile phone calls, eating, drinking and reading maps while driving
- Improved scheduling to reduce driver stress and fatigue
Launching the campaign, Road Safety Minister Dr Stephen Ladyman said: "I used to drive for work myself and I know the pressure. Tough deadlines can push you over the speed limit, and distractions like the boss calling you on your mobile can take your attention off the road. Simple measures which anyone can adopt will make a real difference.
"Our message to drivers is that good driving is also safe driving, and employers must take responsibility for managing the safety of their staff when out on the road."
The Department for Transport's report into road casualties on Britain's roads in 2005 also highlighted that vans were involved in crashes that claimed the lives of 261 people (2005: 267) and seriously injured 1,819 others (2004: 1,940), while 13,998 people were slightly injured up from 13,521 in 2004.
Supporting the campaign is a wide-range of commercial organisations including Road Chef, Little Chef, Multimap.com and Costcutter and the Department for Transport is hoping to engage with vehicle manufacturers and dealers.
Further information is available at www.dft.gov.uk/drivingforwork