ABSTRACT

Traffic accidents are a major public health problem in the UK, the US and most other motorised societies. In 1993, for example, 3,814 people were killed and 302,206 injured on roads in the UK. The economic cost of these accidents was estimated at £10.8 billion (Department of Transport 1994). In 1987 the Department of Transport outlined an objective to reduce road casualties by one-third by the year 2000 (Department of Transport 1987). In order to reach this target and prolong accident reductions beyond the year 2000, new road safety campaigns need to be introduced.