Most Scots think hitting a pedestrian at 30mph wouldn’t be fatal but pedestrians are seven times as likely to be killed if hit at 30 than 20mph.
That’s the shocking findings of a survey by the Scottish Government and Road Safety Scotland, part of Transport Scotland.
They come on the back of an increase in the number of pedestrians being killed or seriously injured in Scotland, with 95 per cent of these accidents happening on built-up roads.
So a new campaign, In Town Slow Down, has been launched by the Scottish Government this week to encourage drivers to reduce their speed.
The message is two-fold – reminding drivers that they need time to respond to the busy environment of built-up areas and to encourage pedestrians and drivers to look out for each other.
Powerful campaign visuals highlight just how fragile we are, with a mother and pram, school children and elderly people depicted as eggs.
It shows each pedestrian egg about to be hit by different objects, including a brick and sledgehammer, all representing a different vehicle that could seriously injure or kill them.
The campaign is running in newspapers, on radio, digital advertising, outdoor, PR and social media.
Stencils of the campaign will also be displayed in pedestrian entrances to car parks in key city centres.
Derek Mackay, Minister for Transport and Islands, said: “We are committed to achieving safer road travel in Scotland for everyone.
“This campaign reminds people of the importance of driving at an appropriate speed for the environment and conditions in built up areas.
“We know the risks associated with speed, which is why Scotland’s Road Safety Framework to 2020 has identified speed as a key priority and includes a variety of measures to tackle the problem.
“Simple mistakes can have serious consequences for both drivers and pedestrians, which is why we need to deliver this message to drivers: ‘In Town, Slow Down’.”