New Campaign Tells Surrey Drivers to Put the Brakes On

Drivers will be confronted with the powerful image of a young boy sobbing and the message: You were speeding when you killed Ben's Mum: Take your time, not a life.

Partnership Project Manager, Duncan Knox, said: "Our aim is to make drivers aware of the potentially very serious consequences of driving too fast, and we hope Ben brings that home to them in a powerful and thought-provoking way."

This latest move comes in response to new data which shows that one third of the 13, 106 accidents recorded on Surrey's roads between 2006 and 2008 were caused by drivers either breaking the speed limit or driving too fast for the conditions.

The campaign will feature on 50 buses operating in the Surrey area, with posters being distributed to local businesses, libraries, offices and hospitals. Billboards in Leatherhead, Reigate, Redhill, Whyteleafe and Camberley will also showcase the highly emotive image.

The Drive SMART initiative was launched in September by Surrey County Council and Surrey Police to encourage people to drive more safely and considerately.