National Campaign: It’s 30 For a Reason

It's 30 for a reason

In January 2006, the Leicester, Leicestershire & Rutland Safety Camera Scheme supported the national THINK! campaign ‘It’s 30 for a reason’. The hard-hitting campaign focuses on the potentially fatal consequences of breaking the 30mph speed limit.

Posters displayed on Leicestershire billboards and bus mega rears highlight that exceeding the 30mph limit greatly increases the risk of killing a pedestrian. The posters show a child’s head split in two with one half showing the skull and the other half showing a healthy 8 year old girl. The two halves demonstrate graphically that the survival rate of a child pedestrian hit by a car travelling at 40mph is just 20% compared to 80% if hit at 30mph.

A spokesperson for the Safety Camera Scheme said:

70% of motorists admit to speeding. This is simply not acceptable and I hope that this campaign will bring home the importance of driving within the limit to those who continue to drive too fast. UK roads are amongst the safest in the world, but 35 children were killed or seriously injured on the roads in our area last year, that’s 35 too many and we need to make them safer. As this campaign shows, every driver can play their part by slowing down a few miles an hour and ensuring they are at or under the speed limit at all times.