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2 March 2016, 06:00
New research shows that 87% of people in Scotland think a collision with a pedestrian at 30mph would not be fatal, yet pedestrians are seven times as likely to be killed if hit at 30mph than 20mph.
The findings of a survey by the Scottish Government and Road Safety Scotland come on the back of an increase in the number of pedestrians being killed or seriously injured in Scotland, with 95% of these injury accidents happening on built-up roads.
A new campaign 'In Town Slow Down' launches this week, and encourages drivers to reduce their speed to allow time to respond to the busy environment of built-up areas and remind pedestrians and drivers to 'look out' for each other.
The campaign will see powerful new visuals highlight just how fragile we really are, with a series of people and scenarios such as a mother and pram, schoolchildren and elderly people, depicted as eggs. The creative shows each 'pedestrian egg' about to be hit by different objects of force including a brick and sledgehammer, all representing a different vehicle that could seriously injure or kill a pedestrian.
Minister for Transport and Islands Derek Mackay said: "We are committed to achieving safer road travel in Scotland for everyone and this campaign reminds people of the importance of driving at an appropriate speed for the environment and the 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..
The survey also reveals that almost a third of drivers in Scotland (30%) admit to rushing through town if they are running late for work or a meeting, whilst 17% think it's ok to rush to pick the kids up on time.