'Foolsspeed' was launched in 1998. It’s a mass media campaign mostly in the form of TV advertising.

It’s different to the usual road safety campaign in that it shows realistic, everyday situations where people are tempted to drive too fast for the conditions.

The aim of the campaign is to change the way we think about speeding and challenge the beliefs we have in our driving ability.

Reducing speed isn’t just about saving lives, but also about making people feel safer. Drivers are often guilty of failing to think about people outside of their vehicle. Speeding traffic can make pedestrians, cyclists and horse riders feel unsafe, and as a result reduces the quality of life for these road users.

The unfortunate fact is that we all think it won’t happen to me – we only wake up to road safety when it's all too late.

Related Downloads:

• Foolsspeed TV Advert 1
• Foolsspeed TV Advert 2
• Foolsspeed TV Advert 3
• Foolsspeed TV Advert 4
• Foolsspeed TV Advert 5
• Foolsspeed TV Advert 6