Coordinated by Brake  spons spec savers Support think

Campaign appeals to South West’s drivers: tune in to road safety and turn off your phone

Charity reveals 30,000 drivers in South West have points for mobile phones and other distractions

18 November 2013

Brake, the road safety charity
t: 01484 559909, out of hours: 07976 069159, e: This email address is being protected from spambots. You need JavaScript enabled to view it.

A campaign launched today (18 November) by the charity Brake at the start of Road Safety Week calls on drivers across the South West to tune in to road safety, to prevent appalling crashes caused by multi-tasking at the wheel. The campaign appeals to drivers to turn off their phones or put them in the boot, and urges everyone to refuse to speak on the phone to someone who’s driving. It’s being launched almost a decade after hand-held mobiles at the wheel were banned and coincides with a week-long enforcement campaign.

Brake and partners Specsavers and Romex are revealing statistics confirming the extent of driver distraction and its impact on vulnerable road users in the South West:

  • More than 30,000 drivers in the South West have points on their licence for using their mobile phone at the wheel or being otherwise distracted (see postcode breakdown). One in 22 (4.5%) of these drivers have six points or more for driving distracted and four in five (78%) are male [1];
  • Nearly two in three South West school children (64%) report being driven by a driver talking on a phone and eight in 10 (82%) have spotted drivers on mobile phones outside their school or home – suggesting the majority of children are being endangered by drivers for the sake of a call or text [2].

The tune in to road safety campaign is being launched in Road Safety Week by events and demonstrations in schools, universities and town centres across the UK, highlighting the dangers of taking your eyes, hands or mind off the road. The campaign in the South West is being supported by Lifeskills and Avon and Somerset Police. The Association of Chief Police Officers is supporting the Week nationally by coordinating a week-long campaign of heightened police enforcement targeting drivers on hand-held phones. Forces including Gloucestershire, Avon and Somerset and Wiltshire Police are running activities in support.

Distraction reduces hazard perception and increases reaction times in a similar way to drink-driving, making drivers much more likely to cause deaths and injuries [3]. Drivers who think they can multi-task are fooling themselves: research shows 98% are unable to divide their time without it affecting performance [4]. Talking on a phone hand-held or hands free, texting, emailing, adjusting sat navs, eating, drinking and smoking are all proven to increase crash risk [5]. (More facts about driver distraction below.)

Media are invited to the SOUTH WEST launch event:
Road Safety Week is being launchedat an event sponsored by leading fleet management company, ARI Fleet UK.
AT: 10am, Monday 18 November 2013
Lifeskills Centre, Smeaton Road, Bristol BS1 6XN
FILMING/PHOTOS: Avon and Somerset Police will lead a workshop with young people about driver distraction, including the young people using a driver simulator to see the impact of using a phone at the wheel. Young people will be posing in gadget masks for photos around a campaign banner. Children from Crossways Junior School will also be visiting the centre to learn about road safety and the importance of everyone staying focused, using an indoor streetscape.
INTERVIEWS: Joe Burns, Brake; bereaved mum Janet Garland and dad Adrian Garland; Andy Townsend, general manager, Lifeskills; Dave Adams, Avon and Somerset Police; vox pops with students.

Joe Burns, campaign officer, Brake, the road safety charity: “We’re living in an age when being constantly connected is the norm; more and more of us have smartphones, and find it hard to switch off, even for a minute. While there are enormous benefits to this new technology, it’s also posing dangerous temptations to drivers to divert their concentration away from the critical task at hand, often putting our most vulnerable road users in danger. Many people who wouldn't dream of drink-driving are succumbing to using their phone and other distractions while driving, oblivious that the effect can be similar and the consequences just as horrific. We’re calling on the South West’s drivers to tune into road safety: turn off your phone or put it in the boot, and never try to multi-task at the wheel. We’re also appealing to everyone to refuse to chat to someone on the phone who’s driving, to help them arrive safely.”

PC Dave Adams, Avon and Somerset Constabulary, Road’s Policing Unit, Education and Projects Officer, Avon and Somerset Police, said: “Event’s like this are a fantastic opportunity to raise awareness about the importance of responsible driving. It is vital that people using vehicles on our road networks remain focused on safe responsible driving. We all need to remember that driving is a privilege and not a right and driving is a skill that requires our full concentration. Distractions either within the vehicle or elsewhere can cause drivers or riders to miss developments on the road, which effect the driving situation often resulting in poor driving or collisions”.

Andy Townsend, Lifeskills General Manager said: “Everyday, it amazes me, how many people I see using their mobile phones whilst driving. At Lifeskills we primarily educate primary school children about road safety issues and how to keep themselves safe. Key messages are not to distract the driver when in a car and even though the green man is showing on a crossing, don’t take it for granted that vehicles will stop, as the driver might not be concentrating on the road. Hopefully, this campaign, with Brake and its many partners, will have the desired impact and reduce the risk.”

Keith Allen, Managing Director, ARI Fleet UK, said: “For us, Road Safety Week plays a crucial role in highlighting safety awareness within the broad spectrum of drivers who use our roads every day. From business cars and vans to specially fitted light commercial vehicles, we work as partners with fleet managers to increase driver safety and reduce the number of incidents. Our data shows us that distractions at the wheel affect drivers’ ability to spot hazards and react quickly, upping incident levels and increasing the total cost of owning and operating the vehicles. Excellent road safety standards are something we strive to help our customers achieve, so we’re proud to be supporting Brake in this vitally important campaign.”

South West case study

Erik Garland, 25, from Taunton was killed in a road crash in March 2012. A taxi turning right into a side road failed to spot him coming the other way on his motorbike and ran into him. The judge described the cause of the crash as a "momentary lapse of concentration".

Erik’s mother Janet Garland is supporting Road Safety Week 2013. Janet says:“Erik was such a thoughtful young man, who would do anything for anyone. It’s every parent’s worst nightmare to see their child die before they do. When you’re driving, the smallest distraction can lead to horrendous suffering and needless loss of life. I find it horrifying so many people think they can multitask at the wheel, when the consequences can be so awful. Drivers have a responsibility to do everything they can to stay focused on the road, to protect themselves and others. That means not using your phone, or fiddling with your stereo, or driving when you’re stressed or emotional, and making sure you’re 100% tuned in to the road, because it can take just a second to destroy a life.”

Facts on driver distraction

Driving is the most dangerous thing most of us do on a regular basis: you're operating a potentially dangerous machine in an unpredictable, public environment so it requires full concentration at all times.

In the United States, death from distracted driving has been increasing and researchers put this down to increases in drivers using smart technology [6]. In the UK Ofcom has warned of increasing levels of smartphone addiction by users who are unable to go without checking their phone for short periods or through the night [7].

It is believed around one in five crashes could be caused, at least in part, by driver distraction and drivers who perform a secondary task at the wheel are two to three times as likely to crash [8]. Some very complex tasks, like talking on a phone, whether hand-held or hands-free, increase this risk even more [9].

The effect of talking on a phone on driving has been shown to be worse than drinking certain levels of alcohol. Driver reaction times are 30% slower while using a hands-free phone than driving with a blood alcohol level of 80mg alcohol per 100ml blood (the current UK limit) and nearly 50% slower than driving normally and soberly [10].

Other forms of distraction not involving technology also cause risk. If you're eating or drinking at the wheel, you are less able to react; some studies have suggested the risk is as great as when talking on a phone [11]. Heightened emotions such as stress, anger or upset are cognitive distractions that significantly impede your ability to drive safely. The level of distraction depends on the level of distress [12].

Drivers caught using a hand-held phone at the wheel to call or text face a (recently increased) fixed penalty notice of £100 and three points, or may be offered a course instead of taking points. In 2012, more than 10,000 drivers caught using their phone at the wheel took a ‘what’s driving us’ course, instead of opting for points. In some cases drivers may go to court and face disqualification and maximum fine of £1,000. Drivers who cause a crash and kill someone while using a phone could face up to 14 years in prison, as well as the knowledge that someone died because of their decision to use their phone at the wheel.

Read more facts on driver distraction.

Notes for editors

About Brake

Brake is an independent road safety charity. Brake exists to stop the five deaths and 63 serious injuries that happen on UK roads every day and to care for families bereaved and seriously injured in road crashes. Brake runs awareness-raising campaigns, community education programmes, events such as Road Safety Week (18-24 November 2013), and a Fleet Safety Forum, providing advice to companies. Brake’s support division cares for road crash victims through a helpline and other services.

Road crashes are not accidents; they are devastating and preventable events, not chance mishaps. Calling them accidents undermines work to make roads safer, and can cause insult to families whose lives have been torn apart by needless casualties.


About Road Safety Week

Road Safety Week is the UK’s flagship event to promote safer road use, coordinated annually by the charity Brake and involving thousands of schools, communities and organisations across the country. Road Safety Week 2013 takes place 18-24 November, with support from the Department for Transport, headline sponsors Romex and Specsavers, plus regional sponsors the Post Office, ARCO, Wilson Nesbitt Solicitors and ARI Fleets.

About Lifeskills

Lifeskills is an interactive safety education centre, based in Bristol, built as a realistic village, which has been developed to teach people how to deal with potentially difficult or dangerous situations, whilst in a safe environment. A number of realistic sets have been built that include a supermarket, houses, a health centre, road, a building site, dark alley, playground, electricity sub-station, railway line, countryside, farm, a garden and a river.

Lifeskills currently runs five different programmes which are specifically designed to educate Year 6 Primary school children (10-11 years), adults with learning difficulties, children with special educational needs, parents with young children and older people.

Every year about 30,000 children in the former Avon area require hospital treatment for injuries, many of which could have been prevented through education and training. Throughout the UK, road and home incidents account for around 19 deaths per day. Lifeskills aims to bridge the gap that often exists between knowledge and behaviour. Lifeskills aims to make a significant contribution to reducing the number of deaths and injuries sustained, that are caused either in the home, on the road or during leisure time. To achieve this, Lifeskills offers the opportunity:

  • to all Primary Schools in the former Avon area to book a Year 6 (10/11 years of age) class visit
  • to professionals working with adults with learning difficulties to train to use the facilities in order to deliver appropriate training for their service users
  • to all schools working with children with learning difficulties to book and visit
  • to work with older people (60+), to book visits and experience appropriate training programmes
  • to Early Years settings, to train their staff to use the facilities enabling them to deliver appropriate training to families using their Centres

Lifeskills uses trained Volunteer Guides to facilitate the education and training programmes; evaluates the training programmes delivered; encourages partnerships with the business and commercial sectors; encourages partnerships with the statutory and voluntary sectors; makes use of the media; supports RoSPA’s Learning About Safety by Experiencing Risk (LASER) Alliance; and supports the Safety Centres Alliance (SCA).

About ARI Fleet UK


ARI Fleet UK is a leading fleet management company, specialising in complex car, van and HGV fleets. Headquartered in Chippenham, the business provides state-of the art fleet management solutions to a range of industries, including retail distribution, utilities and construction. These include:

           Maintenance management

           Incident management

           Fleet management

           Hire management

           Driver management

The company is committed to investing in new, innovative technologies and sets a benchmark for the industry through its use of advanced, bespoke fleet analysis technology.

ARI Fleet UK excels in customer service, offering complete support to its customers, 24 hours-a-day, from its UK call centre.

About Specsavers

  • Specsavers was founded by Doug and Dame Mary Perkins in 1984 and is now the largest privately owned opticians in the world. The couple still run the company, along with their three children. Their son John is joint managing director
  • Specsavers has more than 1,600 stores throughout the UK, Ireland, the Netherlands, Sweden, Norway, Finland, Denmark, Spain, Australia and New Zealand
  • Total revenue for the Specsavers Group was £1.7 billion in 2011/2012
  • More than 20 million customers used Specsavers globally in 2011/2012. As of end March 2012, Specsavers had 16,138,076 customers in the UK and 928,582 customers in the Republic of Ireland *those who have been on the Specsavers database and active in the past four years
  • Specsavers optical stores and hearing centres are owned and run by joint venture or franchise partners. Together, they offer both optical and hearing services under one roof.
  • Specsavers employs more than 30,000 staff
  • Specsavers was voted Britain’s most trusted brand of opticians for the eleventh year running by the Reader’s Digest Trusted Brands survey 2012
  • More than one in three people who wear glasses in the UK buy them from Specsavers* - 10,800,000 glasses were exported from the warehouse to stores in 2011
  • Specsavers was ranked No 1 for both eye tests and glasses in the UK
  • Specsavers sold more than 290 million contact lenses globally in 2011/12 and has more than a million customers on direct debit schemes. Specsavers' own contact lens brand - easyvision - is the most known on the high street
  • The hearcare business in the UK has established itself as the number one high street provider of adult audiology services to the NHS
  • Specsavers supports several UK charities including Guide Dogs, Hearing Dogs for Deaf People, Sound Seekers, the road safety charity Brake, the anti-bullying charity Kidscape and Vision Aid Overseas, for whom stores have raised enough funds to build a school of optometry in Zambia and open eyecare outreach clinics in much of the country

About Romex

Romex is an innovative company specialising in mobile workforce management solutions that enable companies to better protect and manage their employees.  By knowing where employees are and where they have been every minute of the working day and both how far and fast they have travelled, customers can improve productivity, efficiency and customer service, and reduce costs, administration and fuel usage.  Companies can also improve the health and safety of employees who drive on business or work alone and comply with legislation.  Our new Driver Distraction Management (DDM) module improves driver safety by preventing employees from making and receiving calls, texting, e-mailing or using social media when driving.  With no additional hardware needed DDM makes company policy on mobile phone use a reality and improves safety without losing productivity by allowing employers to contact employees without distracting them.   

  • Simple to use and quick to implement, Romex solutions turn GPS enabled smartphones in to highly accurate safety andtracking devices.
  • Romex can also help companies comply with health and safety legislation relating to employees who drive on business (INDG382) and Lone Workers (INDG73).
  • These solutions can be used for all employees, including Blue and White Collar workers regardless of how they travel, whether in a company van, their own car (the Grey Fleet), on public transport or even on foot.
  • A free demonstration is available upon registration at
  • Romex World Ltd is part of Citylink Group Ltd, a technology business with 25 years of investment and experience that has built a number of service based businesses and delivered innovative web-based solutions. 

End notes:

[1] Analysis of Freedom of Information requests to the DVLA by Brake in August 2013.

[2] Results of a survey of more than 13,000 children age 7-11 from across the UK by Brake, Romex and Specsavers, conducted May – October 2013. 1,170 of these children were from the South West. See full results.

[3] The impact of driver inattention on near-crash/crash risk: an analysis using the 100-car naturalistic driving study data, National Highway Traffic Safety Administration, 2006

[4] Supertaskers: Profiles in extraordinary multitasking ability, University of Utah, 2010

[5] The impact of driver inattention on near-crash/crash risk: an analysis using the 100-car naturalistic driving study data, National Highway Traffic Safety Administration, 2006

[6] Trends in Fatalities From Distracted Driving in the United States, 1999 to 2008, University of North Texas, 2010

[7] The Communications Market 2011, Ofcom, 2011

[8] The impact of driver inattention on near-crash/crash risk: an analysis using the 100-car naturalistic driving study data, National Highway Traffic Safety Administration, 2006

[9] Role of mobile phones in motor vehicle crashes resulting in hospital attendance: a case-crossover study, University of Western Australia, 2005

[10] Using a hands-free mobile whilst driving can be more dangerous than drink driving, Transport Research Laboratory, 2009

[11] Crash dieting: The effects of eating and drinking on driving performance, Brunel University, 2008

[12] Emotionally involving telephone conversations lead to driver error and visual tunnelling, The Open University, 2011

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