'It's 30 for a Reason'

Aged 35+

This campaign will run in conjunction with the National DfT campaign ‘It’s 30 for a reason’ which graphically demonstrates the importance of observing 30mph speed limits.

Research has shown that this age group are the least likely to speed, but most likely to be flashed by a camera. This new campaign that will run throughout the Midlands in January 2007 will seek to help these motorists drive within the speed limit. Their higher propensity to be detected speeding is explained by the following factors:

• Hazy knowledge of speed limits. They typically cannot use street lamps etc to identify that an unsigned urban limit is 30mph.
• Drive a comparatively high mileage and often drive in unfamiliar areas.
• Has been driving for longer and become complacent.
• Are stuck in their ways and having not been brought up with speed cameras are having difficulty adjusting to them.