Businesses on the Isle of Wight are being encouraged to help reduce the number of Road Traffic Collisions (RTCs) on the Island by supporting a campaign to drive safer.
The Isle of Wight Council’s “Project Pictogram” campaign is urging all road users not to engage in dangerous behaviours whilst driving, including driving at inappropriate speeds, driving distracted, not wearing seatbelts, driving with alcohol or drug impairment, and tailgating.
Factors related to these behaviours were present in just over 35% of all RTCs on the Isle of Wight between 2020 to 2024.
Speed, lack of seat belts, distractions (such as mobile phones) and drink/drug impairment are known nationally as “The Fatal Four”, as each factor drastically increases the risk of a collision, yet all are entirely preventable choices made by the driver.
The fifth pictogram is tailgating, which often results in slight injuries. As we have a limited number of routes, small collisions can still have a major impact on individuals, communities, and the local economy, particularly businesses who rely on a smooth network.
The Isle of Wight Council is encouraging local businesses to support the campaign by adding branding to their fleet vehicles and customer-facing materials to help raise awareness of the campaign.
Local businesses such as Island Roads, Isle of Wight Distribution / Acclaim Logistics and Bartletts Service Station have already incorporated the branding, and the pictograms can also be seen on Isle of Wight Council cars.
A series of animations have also recently launched online and have featured on Red Funnel screens, with the campaign based around “nudge theory”, which uses simple imagery as “nudges” to influence behaviour.
Project Pictogram represents further action taken in delivering the Isle of Wight Council’s Island Transport Plan, which sets out a long-term vision for cleaner, more inclusive and sustainable travel by 2040.
The plan, among other things, looks to support local economic growth by improving transport connections and strengthen transport integration to support the tourism economy. Project Pictogram in particular supports Policy AS4, which covers Transport Safety and Security.
Lewis Campbell, road safety officer at the Isle of Wight Council, said:
“Project Pictogram is a major push to fight against some of the most common behavioural factors that lead to road traffic collisions.
“We are asking businesses to support the campaign by adding the branding to their fleet vehicles and customer-facing materials to help raise awareness of the campaign. We can all do our part to reduce road traffic collisions, and to do our best to prevent them. We look forward to welcoming local organisations who are interested in joining the Island movement for safer roads.”
Nigel Johnson, learning and development manager at Isle of Wight Distribution, said:
“Road safety is a key priority for us because our drivers are on the Island’s roads every day. Supporting Project Pictogram is a practical way for us to promote safer driving and demonstrate our responsibility to the communities we work in.
“We are pleased to be able to support an initiative that encourages positive behaviour and helps reduce risk for everyone.”
Nigel Johnson, learning and development manager at Acclaim Logistics, standing with a Project Pictogram bumper sticker.
The council will provide resources for supporting organisations free of charge.
Find out how your organisation can get involved by visiting www.iow.gov.uk/projectpictogram.
In addition, with summer events season well underway, residents should also be aware of the Morning After Calculator, which is available for free online and can be used if you know you have to drive the day after going out.
The calculator is a free online tool that helps people estimate how long it takes for alcohol to leave their body.
It provides estimates and is not to be used as a green light to drink more, but instead helps drivers make safer choices the day after.
Planning your alcohol consumption is essential if you know you must drive the next day.
The calculator can be found here: The Morning After | When will you be safe to drive? – Find out when you will be safe to drive after drinking
