In Town, Slow Down (campaign)

This new campaign is encouraging drivers in Scotland to consider vulnerable road users and travel at an appropriate speed in built-up areas.In Town, Slow Down has been launched by the Scottish Government and Road Safety Scotland in response to the increased number of people walking and cycling during the Covid-19 pandemic.

The campaign aims to create a greater sense of shared responsibility on the nation’s roads – while raising awareness of the ‘devastating consequences’ of driving too fast in built-up areas.

It points to research which shows pedestrians are seven times more likely to be killed by a car travelling at 30mph – when compared to 20mph.

With that in mind, the campaign reminds drivers to consider other road users, particularly pedestrians and cyclists, and to adopt the safest road position.

The campaign launched on 19 June 2020 and will run for three weeks across multiple channels including radio, digital, PR and social media.

The Scottish Government and Road Safety Scotland are working on a comprehensive stakeholder toolkit with key messages, suggested social media copy and visuals – and hope to be in a position to circulate this shortly.