Road safety charity Brake has unveiled posters at 33 locations throughout London urging drivers to keep their speed to within 20mph in residential areas as part of its GO 20 campaign launched on Monday as part of National Road Safety Week.
With the tagline ‘Take pressure off residential roads – GO 20’, the posters each show vulnerable road users including cyclists, joggers, and pedestrians such as a dog-walker or couple with an infant in a push-chair, with a giant foot behind them pressing against an accelerator pedal.
According to Brake, the three different types of footwear in the ads reinforce the specific groups of motorists the campaign is aimed at.
Based on pictures taken by award-winning photographer Sean de Sparengo, the campaign has been launched in collaboration with ad agency Blue Hive, media agecy Mindshare and outdoor adspace firms JC Decaux and Primesight.
Brake is leading the GO 20 campaign, which is also supported by charities including Sustrans, Living Streets, the National Heart Forum, 20’s Plenty for Us, Campaign to Protect Rural England and Ramblers.
Julie Townsend, deputy chief executive of Brake, said: “Everyone should be able to walk and cycle without fear or threat, and the GO 20 campaign is about making that a reality. Reducing speeds in communities helps to take the pressure off, enabling people to walk, cycle and jog safely.
“This was the inspiration behind these ads, which we wanted to be engaging and empowering rather than finger-wagging. We want to persuade that drivers they personally can help make London’s streets safer for walking and cycling, by making a simple pledge to GO 20 around homes, schools and shops.
“We hope these billboards will help to get this vital message out: slowing down is a really positive thing drivers can do to make our streets people friendly.”
Nigel Edginton-Vigus from Blue Hive added: “As a member of the public and dad of two kids, I personally support the message Brake is working so hard to communicate.
“As an advertising man, I’m also delighted to be able to work with the charity and its other partners to get this message across. I very much hope our work will influence both drivers and authorities, lead to action and affect a much needed change.”
Born in Scotland, Simon moved to London aged seven and now lives in the Oxfordshire Cotswolds with his miniature schnauzer, Elodie. He fell in love with cycling one Saturday morning in 1994 while living in Italy when Milan-San Remo went past his front door. A daily cycle commuter in London back before riding to work started to boom, he's been news editor at road.cc since 2009. Handily for work, he speaks French and Italian. He doesn't get to ride his Colnago as often as he'd like, and freely admits he's much more adept at cooking than fettling with bikes.