Already Dead - Road Respect's Latest advertising campaign
Waking the Dead
You get in the car already dead. Not just you, everyone. It's what you do as a driver and a passenger that is going to keep you alive. The little things can kill, so it's time to make some small choices that will make a big difference.
Was the call really that important?
No it wasn't and unless the call is an emergency (a real one - like where life or death is involved). You're 4 times more likely to be involved in a crash while using a hand-held mobile phone and it'll take you a few extra car lengths to stop. A little chat can cost you or someone else your life. At the very least it is 3 penalty points and £60 fine.
Need to take the call, then you're "Already Dead"
Wake the dead - wait until you're parked up to answer the phone. Most phones have voicemail or caller id. You can always call them back. You don't want a £60 fine for the phone call.
Was he really that thirsty?
Anything you do inside the car can impact what happens outside the car. Handing the water around, taking a gulp, it all decreases your reaction times and affects your control over the vehicle. That means a lot to a pedestrian or an oncoming vehicle. Remember you need to control the vehicle; a tree is not going to move out of the way for you. Not in control of your vehicle? You guessed it, at least 3 penalty points and £60 fine.
Not paying attention and not being in proper control of your vehicle, then you're "Already Dead"
Wake the dead - wait until the vehicle is not moving before you take a gulp. Remember; when you are driving, make sure that is all you are doing. You've got a big responsibility in your hands so make sure you handle it properly.
Was texting really that important?
Definitely not! This is where it gets really stupid. Not looking at the road and not in full control of the vehicle. Not only are you physically distracted, but mentally distracted as well. What text is worth spending your life with a serious injury or racked with guilt or a prison sentence?
A glance at your text and you're "Already Dead"
Wake the dead - check the text later, it's not going anywhere. Your eyes on the road and your hands on the wheel will help keep you alive. There is enough going on outside the vehicle, you need to keep focused on what's ahead, at the side and behind.
Too fast - big deal?
Very. Both exceeding the limit and driving too fast for the conditions can have huge consequences. Trees are relatively unforgiving, which can make a big impression on you and your rib cage. Taking the bend too hard, driving too fast in the rain and approaching a dip too quickly - big problem. You don't have to be breaking the law to be speeding. Inappropriate speed is a leading cause of death for young people.
The road is not a race track, and as much as we'd like to think we're Lewis Hamilton, we're not. You're not.
Ease up on the accelerator and don't be afraid to take your time. Driving faster may make you feel like you're getting some place quicker, but on the whole you're really not. It may even end up taking you an eternity.
Little heavy on the right foot, then you're "Already Dead"
Wake the dead - slow down. Sticking to the speed limit is important, but also keeping within the limits of the conditions is important too. Remember the speed limit is maximum, not a target. Ease up on the accelerator and give you and other road users those precious few seconds that can save a life.
No seatbelt - who cares?
The windscreen... the people in the front of the car... your relatives? Hitting a windscreen at 30 mph is like falling from a 3 story building. But it's important to note, that if you're in the back and don't wear a seatbelt, your not only going to do some serious damage to yourself, you're likely to seriously mess up or kill the person in front of you. One driver a week dies because the passenger behind them didn't wear a seatbelt.
Don't buckle up, then you're "Already Dead"
Wake the dead - buckle up. It seriously takes like two seconds. It really is not hard and it is not uncomfortable. But make sure you tell everyone else to buckle up. If you're in the front, do you really want your mate crashing into the back of you? When you get into the car, make sure you and everyone else do such a very simple thing and buckle up.
Waking the dead - spread the word. Your actions can make a big difference. Most of these are small, little things, but could save lives.
Don't let others off the hook; tell your friends, family and anyone who will listen. If you're going to do it right, so should others. Every single driver should take responsibility. Let's be honest, it's not rocket science.
