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Road safety minister John Bowis today unveiled the latest phase of the government's hard hitting 'Kill Your Speed' ...
Road safety minister John Bowis today unveiled the latest phase of the government's hard hitting 'Kill Your Speed' campaign.

The six week, £1m campaign aims to reduce the toll of thousands of deaths and serious injuries caused on Britain's roads each year by motorists driving at inappropriate speed.

The campaign will feature TV and radio advertising and, for the first time, nationwide cinema advertising Mr Bowis, speaking at the campaign's national launch in London's Leicester Square, said:

'The direct involvement of the real families featured in our campaign's commercials can only serve to re-emphasize the aftermath of the tragedies caused every day by drivers using inappropriate speed.

'I am convinced that the message of our campaign is understood and agreed with by a huge number of people', said the minister.

'What we must now achieve is to translate that understanding into a change in behaviour.

'It is now well understood that if you drive more slowly lives can be saved. We have received some most encouraging messages from individual motorists that the impact of the first burst of the campaign had led them to think more about their speed and slow down. I hope that by re-inforcing the 'Kill Your Speed' message many more motorists will follow their lead.'

Mr Bowis also announced the publication of the government's Child Pedestrian Strategy and said:

'This document lays down the important principle that traffic in residential areas should adapt to children and not the reverse.

'I hope that this principle and the 'Kill Your Speed' message combine to help reduce the unacceptable numbers of our children who are killed or injured on the roads.'

-- 3,621 people were killed on Britain's roads in 1995. Of these, 1,038 were pedestrians, 132 of them children.

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