Campaigns

We plan a number of campaigns each year. The campaigns are based on local accident and casualty data, 'targeting' different areas, road user groups and age groups using radio advertising, bus back posters, bus shelters and many other forms of media. Below, are examples of our campaign strategy.

The Council works in partnership with the other local authorities in Northumberland and Tyne and Wear, and the Tees Valley to provide high profile regional campaigns. The authorities form the 'Local Authority Road Safety Officers Association' (LARSOA). Each year, the association runs a series of major regional campaigns to target issues such as speed, seat belts, child in-car and pedestrian safety, driver fatigue, drinking and driving, drugs and driving.

The campaign themes may vary year to year depending on the casualty trends; however, speed campaigning, like Drink Drive campaigning, is a long term attitude-changing process which could take many years.

Recent research shows that drugs and driving is now more of a problem than drinking and driving. It is estimated that as many as 50% of drivers are under the influence of a drug or medication that can affect their driving skills. In 2004, the LARSOA group won the Prince Michael of Kent International Road Safety Award for its innovative 'Don't - You'd be off your head' drug driving campaign.