Wealden has the worst record for the number of serious road crashes in East Sussex and one of the worst records in the South East.
A road safety initiative has been launched in the district using the slogan ‘We’re Keeping an Eye on You’.
The new initiative is based on insights from behavioural sciences, which informs us that if we think we are being watched then we are likely to behave more virtuously.
In recent years Dr Jeremy Leech, Senior Policy Adviser at Wealden District Council has been researching the subject, looking at the data and information from police about the major causes of serious crashes. He said:
We were keen to try something new and which was born out of research with young male drivers. It is clear that the majority of road users are motivated to comply with the law and take care when driving – we do not have to worry too much about this group of road users. However for a significant minority what motivates them to behave on the roads is the threat / risk of being caught
We are planning to have a whole series of the posters on the roadside throughout Wealden, which will be changed regularly to keep them fresh.
In addition there will also be community speedwatch activity with the support of East Sussex Fire and Rescue Service (ESFRS) and local communities and targeted enforcement from the roads policing team of Sussex Police.
You can read more about the research on the Council’s website: www.wealden.gov.uk.