Eastern region authorities unite to save young lives

Road safety teams across eastern England have come together again in 2003 to continue the fight to reduce deaths and casualties among young drivers on the region’s roads.

Teams from eight local authorities are jointly presenting the ‘For my girlfriend’ campaign that proved so successful in 2002. Through the campaign, over 250,000 postcards carrying a harrowing message about the consequences of driving too fast were distributed to drivers aged 17 – 25 years last year.


The eight authorities participating in 2003 are the county councils of Buckinghamshire, Cambridgeshire, Essex, Hertfordshire and Suffolk, plus Luton Borough Council, Peterborough City Council and Thurrock Council.

For my girlfriend 2003 launched on 14 February – Valentine’s Day – with a series of crash scene reconstructions and similar events across the region. The emergency services participated in these activities, which also involved young drivers.

The launch was accompanied by a burst of television, radio and cinema advertising commencing at the same time. In total, the authorities are investing in the region of £60,000 in the 12-month campaign.

"It is widely recognised that young drivers – especially young males – are attracted by speed and are vulnerable to peer pressure to drive too quickly and take risks," says senior road safety officer, Daryl Fraser, speaking on behalf of participating authorities. "Young driver research conducted in the eastern region in 2000 confirmed this, and told us the thing these drivers dread most is killing or maiming someone they are close to – a girlfriend or best mate, for example. For my girlfriend plays on this emotional vulnerability in a bid to make them consider this awful prospect."

A direct mail programme is also taking place before, during and after the Valentine’s Day launch. As in 2002, a range of educational establishments, employers and other organisations likely to be in contact with young people are being offered For my girlfriend postcards free of charge for distribution to their students/employees etc. This activity will continue throughout 2003.

One of the crash reconstructions – in Peterborough – will also be filmed and subsequently edited into a short video. The video will then be offered to educational establishments as a resource to enable teachers/lecturers to tackle this subject with students. The video should be available by the end of February 2003.

Further information about For my girlfriend and/or a supply of postcards/copy of the video can be obtained from Sally Bartrum, campaign co-ordinator, 01379 650112, sbartrum@stennik.com.