Contractors urge drivers to slow down through roadworks
Leading road maintenance companies have joined together with the Highways Agency to launch a national radio campaign to ask drivers to ‘take extra care’ through roadworks today. The messages are running on commercial radio stations across England from 21st October until 3rd November and consist of a series of three hard-hitting messages to raise awareness among the public of the need to drive safely through road works.
The campaign is being run jointly by A-One+, Amey, Balfour Beatty, Carillion, Enterprise Mouchel, Connect Roads, Connect Plus (M25), Galliford Try, Sir Robert McAlpine and Skanska UK, who provide services to the Highways Agency. The companies are all members of the Roadworkers Safety Forum, a group dedicated to reducing accidents and injuries to roadworkers.
Every year there are hundreds of incursions into roadworks which put road workers lives at risk and lead to deaths and serious injury. These advertisements focus on the lack of awareness of some drivers that roadworks are a place of work for thousands of people and that all of us have a right to expect a safe working environment.
The first message consists of a series of sirens and bells and makes a direct appeal to HGV drivers to ‘wake up’ and a voice reminds them that roadworkers are ‘made of flesh and blood’.
The second message plays a recording of a ‘sat-nav’ voice instructing a driver to plough through orange cones and kill a father of two, and ends with the message “The next time you’re approaching road works, think about the road workers, think about their families.”
The final message replays the sounds of a crash and reminds listeners that roadworks are a work place like any other.
The adverts are being broadcast during the Highways Agency’s Road Safety Awareness Week which will see awareness events taking place across the country, including the release of some hard-hitting CCTV footage which shows some of the worst incursions into roadworks on a motorway.
Tony Gates, Managing Director Balfour Beatty, and Chair of the Highways Term Maintenance Association, which represents companies that carry out roadworks, said: “For some reason a small minority of drivers still find it acceptable to put road workers lives in danger by not taking care when they go through roadworks. These adverts are about reminding road users that road works are like any other work place, and our workers have just as much right to work in a safe environment.”
Andy Jamieson, Managing Director for A-One+ said: “We launched these adverts locally last year and they proved very successful so we were delighted our colleagues across the industry have joined to support us in the first ever national radio campaign to raise awareness of roadworkers safety.”
Highways Agency Asset Director David Brewer, said: “Improving safety at roadworks takes real collaboration across the roads industry, and I am delighted that these companies have come together to jointly fund this advertising campaign. It epitomises the spirit of co-operation that exists in our supply chain on this important issue as we continue our work to ensure that nobody comes to harm as a result of working for us – which is what our health and safety strategy ‘Aiming for Zero’ is all about.”