New AS Police video shows stark importance of safe driving
121 people have been killed on roads across Avon and Somerset since the start of 2023
Avon and Somerset (AS) Police are sharing a new video urging drivers not to act recklessly behind the wheel, as figures show 121 people have lost their lives on roads across the force area since the start of 2023.
The one minute long video, described as "hard hitting", was premiered to fans at last night's Bristol City football match versus Stoke City in the Championship (Wednesday 12th February). It focuses on the most common causes of fatal collisions known as the "Fatal Five": Drink and drug driving, speeding, distracted driving (for example using a mobile phone at the wheel), not wearing a seat belt and careless driving.
Using the concept of ‘last messages’ to illustrate the typical messages we send every day to family, friends and colleagues letting them know we’re on our way to see them, the film carries the message that we all expect to reach our destination safely; yet on average, one journey made every week in Avon and Somerset ends in tragedy.
AS Police are sharing the video across force social channels today, while it will be shown prior to film screenings at Scott Cinema Bridgwater from Friday (14th February).
Chief Inspector Robert Cheeseman, Head of Roads Policing and Road Safety at Avon and Somerset Police, said: “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.”
Police and Crime Commissioner Claire Moody, who is elected by the public to hold the police to account, said: "Every serious or fatal road accident represents a family forever changed.
"I fully support this initiative to raise awareness of dangerous driving and hope it will make people think about the way they drive. If even one driver makes a positive change, it could save a life.
"I am committed to encouraging more preventative efforts to stop these heart-breaking incidents before they occur."
The video has been made possible thanks to money from the Avon and Somerset Road Safety Fund, which is funded by cost recovery from traffic offences.