Almost one million fixed penalty notices were issued for ‘careless driving’ and speeding offences in 2013 – the equivalent of almost two a minute, according to Brake.

The majority (950,505) were for speeding and 17,483 were for careless driving (a fixed penalty newly introduced in August 2013).

This lack of patience, consideration and responsibility towards other road users can, and does, result in tragedy, Brake said.

Two-thirds (67%) of the 5,000 primary school children Brake surveyed think roads in their community are dangerous for walking and cycling. And two-fifths (41%) have been hit, or nearly hit, by a vehicle while on foot or bike.

As a result, Brake and its partners RSA and Specsavers, have launched a campaign calling on all road users to 'look out for each other' and, particularly, to protect people on foot and bike, to help stop the five deaths and 61 serious injuries that happen every day on UK roads.

The call comes at the start of Road Safety Week, coordinated by Brake, during which thousands of companies, schools and communities will be raising awareness, and police across the country will be stepping up enforcement to deter and catch drivers putting others at risk.

Throughout the 'look out for each other' campaign, Brake is particularly urging drivers to protect people on foot and bike by slowing down to 20mph in communities, looking longer and taking it slow at junctions and bends, and giving people plenty of room and consideration.

Employers are being urged to promote the ‘look out for each other' message to drivers. At least a quarter (24%) of road deaths and serious injuries involve someone driving for work and yet a recent Brake survey found many companies don’t have good practice procedures to protect people on foot and bike.

Julie Townsend, deputy chief executive, Brake, said: "With such a high proportion of vulnerable road user casualties on our roads involving someone driving for work, it is vital employers play their part in spreading the look out for each other message among drivers, and implementing strong procedures to minimise their risk.”

Almost 1,000 UK companies have registered to take part in Road Safety Week, running awareness-raising activities engaging company drivers, employee families, schools and communities.

Employers not already involved can support the campaign by using the free downloadable resources from the Brake website, delivering the Brake Pledge to promote safe driving among employees (join Brake’s advice service for professionals and get a free place) and implementing best practice procedures, including driver training, careful journey scheduling, and vehicle technology (such as blind spot sensors and telematics), to protect vulnerable road users and minimise risk.

Companies can also showing their support on social media using hashtags, #RoadSafetyWeek and #LookOutForEachOther.

Fleet News will be reporting on companies' activities to support Road Safety Week in the November 27 issue, as part of our Safety Month. Please leave a comment below about your company's activities or email christopher.smith@bauermedia.co.uk

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