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Shock tactics of East Lancashire speed campaign
A SHOCKING image portraying a dead child is to be displayed across East Lancashire as part of a speed awareness campaign.
The mocked-up picture, which will be placed in bus shelters and billboards, shows two sides of a girl’s face to highlight the difference between being hit by a car at 20mph and 30mph.
Research by the Department for Transport shows that a person hit at 30mph is seven times more likely to die than a person hit at 20mph.
The hard-hitting image comes as 20mph signs have been installed on more than half of residential roads as part of Lancashire County Council’s programme to establish 20mph as the new limit on all residential roads, and outside schools, by the end of 2013.
County Council leader Coun Geoff Driver said: “Many areas of Lancashire now have 20mph limits and this campaign highlights why we’ve introduced them.
“Although accident rates have fallen in recent years, figures show that some parts of Lanc- ashire have among the worst accident records in the country.
“The images used are hard-hitting because our research suggests they will be an effective way of encouraging drivers to recognise the serious consequences the 20mph areas are designed to guard against.”
The county council recently announced promising results from three ‘pilot’ 20mph schemes which have been established for approximately 18 months.
In the three years before the 20mph limits were introduced the total number of casualties across the three areas was 137, but in the period since only 25 injury accidents have been recorded.
Those pilots were in South West Burnley, Morecambe West End, in Lancaster, and The Larches, in Preston.
Ian Walmsley, NWAS sector manager for East Lancashire, said: “In my 30-year career I’ve attended many accidents where people have been hit by cars, and those involving children are often the most distressing.
“There is nothing more harrowing than turning up to a scene where a child has been killed and you know that by reducing the speed by just 10mph could have saved their life.
“In the scheme of things that one minute extra on your journey is nothing when you are considering someone’s life.”
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