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.”
Simon has been news editor at road.cc since 2009, reporting on 10 editions and counting of pro cycling’s biggest races such as the Tour de France, stories on issues including infrastructure and campaigning, and interviewing some of the biggest names in cycling. A law and languages graduate, published translator and former retail analyst, his background has proved invaluable in reporting on issues as diverse as cycling-related court cases, anti-doping investigations, and the bike industry. He splits his time between London and Cambridge, and loves taking his miniature schnauzer Elodie on adventures in the basket of her Elephant Bike.