Life-saving speed campaign wins award

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Lancashire County Council has scooped a top national award for a speed limit campaign in the county.

The campaign ‘Slower for a reason’ was designed to drive home the message that obeying new 20mph limits in Lancashire’s residential areas could save lives.

‘Slower for a reason’ was named Campaign of the Year at the LGcomms Reputation Awards, which recognises how effective communication with residents can help councils to deliver better services.

Posters on billboards and bus shelters featured hard-hitting images to highlight research which shows a person hit at 30mph is seven times more likely to die than a person hit at 20mph.

A picture of a child’s face illustrated the difference in injuries likely to be sustained, which had been produced with advice from paramedics.

The campaign supports the three-year roll-out of 20mph speed limits to residential streets and outside schools which is due to be completed this summer.

The policy has been introduced to reduce the numbers killed and seriously injured on residential roads, which research shows is historically higher in Lancashire than other areas.

In the three pilot areas where 20mph limits were first introduced, figures show 25 people were injured in 18 months compared with 137 in the preceding 3 years.