Incredibly, 93% of deaths and serious injuries on London’s roads, happen in 20mph and 30mph zones. Yet most drivers don't think that speeding at these comparatively lower speeds, can be fatal.
So, as part of the London Mayor’s Vision Zero plan to reduce road deaths and serious injuries by 70 per cent by 2030, we were tasked with changing drivers' perceptions and behaviour.
We created the 'Fatal Assumptions' campaign which played back many of the assumptions that drivers in London make about low speeds.
We interviewed drivers who had been involved in serious collisions with pedestrians and discovered that there were common fatal assumptions that they made. When they didn't realise just how fast or how dangerous they were driving.
We then played back some of these fatal assumptions in a range of media - including cinema, TV, Social and outdoor.
The results - the most successful speed reduction campaign TfL has ever done.