Drivers urged to make the right choices behind the wheel to reduce road deaths
The Wiltshire & Swindon Road Safety Partnership is aiming to eliminate serious and fatal crashes on our roads
Drivers across Wiltshire are being urged to make getting home their top priority and to make the right choices behind the wheel, in a bid to reduce deaths on our roads.
It comes as the Wiltshire and Swindon Road Safety Partnership (WSRSP) has reaffirmed its commitment to Vision Zero—a strategy striving to eliminate road deaths and serious injuries across the region.
Vision Zero is the aspiration of ensuring no one in Wiltshire or Swindon is killed or seriously hurt on its roads.
"We believe we will get to that point eventually, and there’s a methodology to enable us to achieve it," said Partnership chairman, Perry Payne.
The most recent available Government data shows that 19 people lost their lives on crashes on Wiltshire roads in 2024, with over 1,600 casualties that year.
Mr Payne said: "It's a sad fact that many of these collisions can be avoided by better choices by people driving. It's about our own attitude and behaviour on the road."
Key pillars of Vision Zero
Mr Payne explained that the methodology for Vision Zero is built on five pillars:
- Safer roads
- Safer road users
- Safer speeds
- Safer vehicles
- Better post-crash care
He noted that enforcement, engineering, and education play critical roles in addressing each of the pillars, all working together to reduce road casualties significantly.
Responsible road use
While the five pillars work as a cohesive system, Mr Payne emphasised the importance of road users taking responsibility for their choices behind the wheel.
Poor decisions, such as driving while distracted or impaired, contribute to preventable accidents.
"It's often a sad fact that many collisions could be avoided by making better choices when driving," Mr Payne said. "Speed awareness courses, for instance, aim to educate people about their behaviour and decisions on the road."
Tackling the fatal four
The road safety partnership prioritises tackling the "fatal four," which are recognised as key causes of road deaths and serious injuries across the UK:
- Driver distraction, including mobile phone use
- Drink or drug driving
- Seatbelts not being used
- Speeding
Mr Payne stressed that these issues are often rooted in individual choices. “If we want safer roads, it’s crucial that everyone plays their part.
"Manufacturers can make vehicles safer, and councils can design better roads, but none of that can overcome a poor decision made by someone behind the wheel.”
He revealed that driver distraction, including mobile phone use, is the most common cause of serious and fatal crashes.
Mr Payne added that some people are still not doing the basics of safety, even in 2026.
"We're still asking people to put seatbelts on. That's a big priority for us because seatbelts save lives."
The wider impact
Mr Payne highlighted the ripple effects of a road death or serious injury, comparing the impact to a pebble dropped into a pond.
From the person involved to their family, colleagues, first responders, and those at the scene, the emotional and logistical consequences spread far beyond the initial event.
“It’s indescribable, the pain and heartache that follows. To lose a single life on our roads is one too many,” he said.
Road statistics
In 2024, the Department for Transport recorded 3,742 million road miles travelled on Wiltshire roads and 1,248 million miles in Swindon—a testament to the busy times drivers face.
Payne urged road users to consider one simple message: "Make getting home safely your biggest priority in a day."