Roads: West Midlands
The question
To ask the Secretary of State for Transport, what steps her Department is taking to support public awareness campaigns aimed at improving road safety in the West Midlands.
Answered by Lilian Greenwood
THINK! is the Government’s flagship road safety campaign, which aims to reduce deaths and serious injuries on our roads. It targets those most at risk, particularly male drivers aged 17–24, who are four times more likely to be killed or seriously injured on the road than drivers aged 25 and over.
Recent campaigns have addressed drink driving and speeding, with paid media activity delivered nationally, including in the West Midlands.
The Department also provides toolkits, creative assets, and guidance to help local authorities deliver tailored road safety messaging. This has included working closely with West Mercia Police to extend the reach of the campaign in the region through campaign messaging on ad vans and distribution of posters and beermats to bars and pubs.
All departmental campaigns will continue to target the West Midlands as part of national behaviour change efforts.
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