Seat belt campaign voted most effective road safety message

21st August 2017

When it comes to motoring-related campaigns, the results can be hit and miss. However, the campaign to get people wearing seat belts has been the most effective at improving road safety.

That’s the view of more than a third (35 per cent) of the 16,000-plus AA members surveyed in June, who picked seat belt promotion as the most successful road safety venture.

However, Home Office figures show that the message still hasn’t clunk-clicked with a surprising number of motorists, as close to 20,000 drivers were fined for not buckling up in 2015.

The research found that drink-driving campaigns had made the second-best contribution with 32 per cent of the vote, while 15 per cent said campaigns focused on curbing mobile phone use have offered the most effective road safety message. Again, almost 17,000 people were fined for using their phone while driving in 2015.

Just two per cent of the sample reckoned that no campaign had made any impact on improving road safety.

AA president Edmund King said that making a road safety campaign memorable was half the battle, but any effective safety campaign also needed good legislation and police enforcement.

“Younger drivers may struggle to think that once upon a time, their parents and grandparents frequently drove and rode in cars that had no seat belts, or even if they had seat belts they didn’t wear them,” he commented.

“However, complacency is not an option, and it seems a small number of drivers still haven’t got the message about the advantages of wearing a belt.”

Molly Benton, brand manager at Fuel Card Services, added: “With driverless cars just over the horizon, new vehicle technology never stops, so it’ll be interesting to see where the next road safety campaign comes from.”