20 Mph Zones in Your Community

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Published: Wednesday 14 Oct 2009 by Fife Council

20mph campaign billboard

20mph campaign billboard

In many urban areas, speed limits lower than the normal 30 mph may be appropriate in the interest of safety, particularly for vulnerable road users.  Residential areas or near to schools would benefit from the increased safety.  It is important that any lower limits are self-enforcing and it may necessary to introduce traffic calming measures to support the lower limits.

 

 The Scottish Executive have now given Local Authorities increased powers to introduce 20 mph limits, many of which have been used in Fife in the past and include both 20mph zones and part time 20mph speed limits around schools.

 

 Fife are currently around 80% through a roll out of 20mph zones throughout the Kingdom and the accident figures for Fife are at an all time low.

Launch of 20mph campaign at Lochgelly

Launch of 20mph campaign at Lochgelly

Don't Tear The Heart out of the Communities Campaign

Fife launched its 20mph zones advertising campaign to target drivers who were being asked to adhere to the 20 mph zone limits through the plea “Don’t Tear the Heart out of our Communities”.

 

The first phase featured members of a local community with the slogan and reasons to slow down within the 20mph zones. To accompany the advertising on bus rears, shelters and billboard, a leaflet has been produced inviting residents to Put the Heart back into their Communities. 

Phase 20 mph zones campaign

Phase 20 mph zones campaign

20 mph campaign poster

20 mph campaign poster

Phase Two of the 20mph zones campaign was launched in Spring 2009.  Local children from schools in Lochgelly held red balloons with 20 mph roundels in front of an ad trailer and bus rear carrying the new adverts. 

 

A multi-media campaign featuring 8 school children with red balloons was developed with the slogan "Please don't Tear the Heart out of our Communities" and included advertising at billboards, key bus shelter sites, the use of bus side adverts, a radio campaign and the wide distribution of leaflets and posters to get the message across.The radio ad features the voice of one of the children featured in the phase two ad telling how she feels living with the fear of speeding cars in 20 mph zones.

 

Cllr Tony Martin, Fife Council’s chair of Enterprise, Environment & Transportation Committee said:  “Fife is at the forefront of introducing mandatory 20mph zones in our residential areas.  They are a common feature now in Fife and this campaign will help raise awareness of the benefits that are to be gained from these zones.”  There are three key areas where the benefits are evident.1. Reduced speeds help reduce the severity of accidents and contribute positively to reducing Fife's accident statistics.2. The safer environment helps improve the amenity of our local communities by putting the heart back into these communities.3. The zones help to support the work being undertaken by schools in Fife to develop travel plans to encourage more active travel to school in terms of walking and cycling.  This is good for the health of our youngsters. 

 

Cllr Martin added:  “Monitoring has shown that 81% of vehicles within these zones are now travelling below 25mph whereas this figure was previously 58% before the introduction of 20mph zones.  This reduction in traffic speed will impact positively by reducing the severity of accidents and in turn help reduce Fife's crash statistics.  It’s worth noting that in the mid Fife area, the average number of casualties before the introduction of 20 mph zones (2000 to 2003) was 73 and the 'after' period (2004 to 2006) was 56.  This can only be good news for Fife.” 

 

Phase three of the awareness campaign builds on the big red heart featured in in the balloons of phase one and two.  It's a straight Call to Action for drivers to Slow Down.  It appears during the Autumn 2009 on billboards and bus shelters.  The radio ad is being rerun conjunction with the other media.

Archived Feature originally published 14 Oct 2009 - 11 Apr 2011

Ian Smith, Lead Professional, Traffic Management (Mid Fife) 
Tel: 03451 55 55 55 + Ext 47 16 96 Contact Ian Smith online
By Post: Fife Council Bankhead Central Bankhead Park Glenrothes Fife KY7 6GH

Scott Blyth, Technician Engineer, Traffic Management (South Fife) 
Tel: 03451 55 55 55 + Ext 48 00 89 Contact Scott Blyth online
By Post: Fife Council Bankhead Central Bankhead Park Glenrothes Fife KY7 6GH

Colin Stirling, Lead Professional, Traffic Management (North Fife) 
Tel: 03451 55 55 55 + Ext 45 04 44 Contact Colin Stirling online
By Post: Fife Council Bankhead Central Bankhead Park Glenrothes Fife KY7 6GH
Ian Smith, Lead Professional, Traffic Management (Mid Fife) 
Tel: 03451 55 55 55 + Ext 47 16 96 Contact Ian Smith online
By Post: Fife Council Bankhead Central Bankhead Park Glenrothes Fife KY7 6GH

Scott Blyth, Technician Engineer, Traffic Management (South Fife) 
Tel: 03451 55 55 55 + Ext 48 00 89 Contact Scott Blyth online
By Post: Fife Council Bankhead Central Bankhead Park Glenrothes Fife KY7 6GH

Colin Stirling, Lead Professional, Traffic Management (North Fife) 
Tel: 03451 55 55 55 + Ext 45 04 44 Contact Colin Stirling online
By Post: Fife Council Bankhead Central Bankhead Park Glenrothes Fife KY7 6GH
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