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.”
Should be castration and a gulag doing hard labour for 10 years. And a BBC documentary series following his progress screened right after Top Gear,...
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People know the law, break the law and get fined for it. Is there a problem here?
Bargain wheels, that cost more than the 3 out of 4 whole bikes listed here? This is very very far from bargain....
I do agree, you don't want to fight off someone who has a 1,5ton 200km/h sledgehammer.
There is a junction in Dartford where you can guarantee at least three cars will just go through on red. I have been moving through on green and...
You had a frame!!?!! Luxury. I started out with 4 twigs and 2 tennis balls...
If that driver still has a job after that then Sainsbury's should be held criminally liable when he inevitably kills someone...
I haven't visited the tweet about this, I suspect it would make me very angry at these people and I would not be able to avoid taking issue with...
if only they would stick to burgers, insted of getting involved in town planning.