Driving too fast for the conditions is a major cause of crashes.
Excessive speed contributes to 12% of all injury-causing crashes, 18% of crashes resulting in a serious injury and 28% of all fatal crashes. That means around 500 people are killed each year on Britain's roads because drivers travel too fast.
Drawing on the evidence base of behavioural science, the campaign materials have been developed using key principles and accepted behavioural change techniques.
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