The theme for 2014 is looking ‘looking out for each other’ and encourages drivers to take a bit of extra care and look out for more vulnerable road users, such as cyclists and pedestrians.
“According to road safety charity, Brake, ‘Sorry didn’t see yer mate’ accidents were the most common form of crashes on UK roads in 2013,” says Chris Chidley, Driver Hire’s Chief Executive. “Encouraging drivers to take that bit of extra care and look out for other more vulnerable road-users such as cyclists and pedestrians can make a real difference. Of course, responsibility lies both ways. It’s also important for cyclists and pedestrians to ensure that they wear highly visible bright clothing and don’t take undue risks.”
Driver Hire has been an active supporter of Road Safety Week for the past 20 years, playing a small role in what, overall is an ongoing success story. Despite massive increases in traffic over the last few decades, figures recently released by the Department for Transport (DfT) for 2013, show a 2% reduction in fatalities to 1,713 and a 6% decrease in injuries, down to 21,657.
While these figures are undoubtedly good news, the DfT figures indicate there are still around 59 people a day injured in road accidents, many of which could have been avoided if those involved had taken a bit more care.
“As Brake suggest, it’s simply a case of looking out for each other when we’re out on the road,” Chris Chidley continues. “At Driver Hire we believe that road safety is important 365 days a year – not just during Road Safety Week. We have a number of regular cycling commuters at our head office one of whom was involved in a “Sorry didn’t see you mate” accident a couple of years ago. This is a real ongoing issue and that’s why we’re putting our full support behind the campaign.”
Picture: Driver Hire’s cycling commuters give Road Safety Week their full support (L-R): Dave Robbins, Dan Love and Mark Ashton