Educating road users is focus of million-pound campaign to reduce serious accidents

Chris Dowling, East Sussex County Council lead member for community services
Chris Dowling, East Sussex County Council lead member for community services

A million-pound campaign will aim to reduce the number of people killed or seriously injured on East Sussex’s roads by inspiring behaviour change.

Since driver error accounts for nine out of every ten accidents resulting in a death or serious injury, East Sussex County Council’s two-year campaign will focus on working with and educating road users.

The public health funding has been given to the county council because the number of KSIs in East Sussex has been higher than the national average.

Cllr Chris Dowling, the county council’s lead member for community services, said: “One person killed or seriously injured on our roads is one too many.

“The vast majority of sites where low cost solutions are most effective have now been treated and we feel that a real difference can be made by working with road users to educate and bring about a change in their behaviour.”

According to research carried out by the council’s road safety team and the Sussex Safer Roads Partnership, road users most at risk in East Sussex include pedestrians, cyclists and mobility scooter users, 16-24-year-olds, moped and motorbike riders, and speeding motorists.

The number of KSIs has fallen over the past 15 years, but the number of casualties has not been steady.

“Although we have yet to finalise the details of the campaign, which we expect to launch later this year, we will be focusing our attention on those road users who we have identified as being most at risk,” Cllr Dowling added.

“Education and knowledge is key to getting the public to travel around the county safely and we will be working with as many groups and organisations as possible to make sure the campaign helps to save lives.”

Full details of council campaign will be announced later this year.

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