Young people in Kent, who drive too fast or choose not to wear seat belts, are being targeted in a hard-hitting campaign which aims to shock them into realising the terrible consequences of fatal and serious road crashes.
Launching on Friday 16 October, the campaign, created by Kent Highway Services and Kent & Medway Safety Camera Partnership is aimed at young drivers and pulls no punches in delivering the warnings that excessive speed kills and that, by not wearing a seat belt, the consequences for drivers and passengers in any crash can be devastating.
This age group is notoriously hard to reach. The "BELT up. SLOW down." campaign team is heading for the county’s pubs, bars and clubs this autumn. They will engage with young people by handing out promotional items and offering advice at planned nightspots across Kent. Young people will be able to experience the campaign in Maidstone, Tunbridge Wells, Ashford, Canterbury, Ramsgate, Margate and Dartford throughout October and November.
In addition to this, the campaign utilises various tools such as radio, quirky giveaways, Bluetooth marketing, social networking sites and posters which carry chilling images of the faces of drivers and their passengers, accompanied by the questions "Who will you take with you?" and "Who will you leave behind?".
Nick Chard, Kent County Council Cabinet Member for Highways, says: "The 17 to 24 age group is a priority and at the heart of this campaign are messages that young people will relate to and that will help promote a change in their driving behaviour. We want young people to consider how they would feel if they were involved in a crash where someone is killed or injured, perhaps a friend, relative or even themselves.
By taking the campaign into pubs, bars and clubs on busy nights we aim to capture the attention of young people. The images on our display panels will make people think about the dangers of speeding and the horrific consequences of crashes. Just think that a simple one-off decision at the start of every journey, to put on a seat belt, could mean the difference between life and death in a crash. Belt up and then forget about it – how simple can that be?"
K&MSCP Communications Officer, Sarah Temlett, says: "Our aim is to engage with large numbers of young people in pubs and bars in a relaxed and informal way, whilst getting our message across. We will hand out branded giveaways and encourage people to take the 'BELT up. SLOW down.' message away with them and talk to their friends about it too."
More details about the campaign will be available at www.thinksmartdrivesafe.co.uk from Friday 16 October. The site will include driver safety information and a list of event dates and venues, as well as a link to a Facebook group, where drivers can get more involved with the campaign, take part in a quiz and talk about their own experiences. The campaign is supported by radio and pub washroom advertising across Kent.
Young person fact file:
- In 2008, 17 to 24-year-olds accounted for 22% of all deaths and 26% of all serious injuries on Kent’s roads; 85% of these deaths and 71% of the serious injuries were male.
- In the last 3 years 513 young people have been killed or seriously injured (KSI) on Kent roads (all road user types). Drivers and passengers make up the largest group within this data (309 KSI).
2006 – 67 driver KSI, 43 passengers KSI.
2007 – 68 driver KSI, 38 passengers KSI.
2008 – 56 driver KSI, 37 passengers KSI.
- A newly-qualified driver can lose their licence by clocking up six or more penalty points in the two years following passing their test (typically, speeding = three penalty points on your driving licence and a £60 fine).
- One in five newly-qualified drivers has a crash in their first year.
- Drivers are most at risk of having a crash in the first two years after they pass their test.
Speed fact file:
- The faster you hit someone in a crash, the more damage you will do. A pedestrian hit at 30mph has a 20% chance of being killed. Hit at 35mph it is a 50% chance and hit at 40mph there is an 85% chance they will die.
- The difference that only a small increase in speed makes on stopping distances is massive. A car travelling at just 5mph above a 30mph limit (at 35mph) takes 23 feet (7-8 meters) further to stop.
- A car travelling at 30mph is similar to an adolescent elephant (1.5 tonnes) running faster than Usain Bolt (c.27mph).
- Over 70% of crashes where people are killed or injured occur on roads with a speed limit of 30 or 40mph.
Seat belt fact file:
- In a crash at 30mph your body weight would be multiplied 25 times; therefore 10 stones would equal 250 stones! Not even the strongest arms could restrain that.
- In a crash below 30mph where the occupants are wearing seat belts, they are likely to be shaken and their injuries generally minor. If they were unbelted, the crash could result in a serious or fatal injury for everyone in the vehicle.
- Wearing a seat belt can mean the difference between life and death.
- Rear seat passengers are at an equal risk if they don’t wear a seat belt. In a 30mph impact, a rear seat passenger would be thrown forward colliding into the front seat, its occupant or against any one of numerous sharp or solid objects.
- Last year in Kent, 3,308 non-endorsable fixed penalty notices were issued by police for seat belt offences.
- From 29 June 2025 the fixed penalty notice fine was increased from £30 to £60.
- It’s the driver’s responsibility to ensure children under the age of 14 are properly belted in. Other than that it’s your own.