A speed awareness campaign, launched this week by Kent County Council (KCC), aims to increase awareness of the impact of driving at excess speeds and understand that to reduce speed is to reduce the risk of a crash.

In 2020, there were 144 crashes caused by excessive speed or travelling too fast for the conditions, resulting in 170 people being killed or seriously injured.

More than two thirds of the crashes were caused by male drivers and the majority of those were aged between 17 and 34.

As well as exposing the risk of speeding and the role it plays in collisions, the campaign also seeks to raise awareness of the penalties offenders can be faced with.

While the messages are appropriate for all drivers, the campaign is specifically targeted at younger people who can often find it more challenging to spot hazards, recognise risks and understand how to change behaviour appropriately.

The key messages aim to get across that speed limits are not targets and drivers should take the conditions of the road in front of them into account.

KCC’s Cabinet Member for Highways and Transport, David Brazier, said: “It is intolerable that people are dying on our roads which is why our plan in Vision Zero outlines how we are going to stop deaths on our roads by 2050.

“Every death or serious injury on our roads is a grave matter and, while we do everything we can to make sure our roads are as safe as possible, we must rely on drivers to drive within speed limits and the prevailing conditions.

“We want to educate the audience on recognising risk and when speed is appropriate for the road type and conditions. Providing the consequences and strategies to encourage a behaviour change and how to build this into a responsible habit. I would urge everyone to take note of this campaign so we can continue to ensure everyone who uses our roads is safe.”