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ChooseESC! launched in the UK |
On 25 July 2007, eSafetyAware! partners RoadSafe, Bosch, Thatcham, Department of Transport (DfT) and Rockingham Circuit organised the UK launch of the "Choose ESC!" campaign as part of the "Driving for Better Business" initiative. The campaign is supported by Prince Michael of Kent (see picture below).
This initiative which is managed by RoadSafe, is part of the Department for Transport’s “Driving for Work Business Champions Outreach Programme” aimed at reducing the number of deaths and injuries on the road, whilst driving on business. The programme is developing a network of champions, made up of employers from the public, private and voluntary sectors, supporting them in taking the message to industry. Employers will be encouraged to embrace Health and Safety Legislation not only in the workplace, but also whilst driving during working hours. This comes after worrying statistics which show that everyday more than 150 vehicles are involved in an accident on work-related journeys.
One simple step to make company cars and vans safer says RoadSafe, would be for fleet managers and specifiers to require all new vehicles to be fitted with stability control. RoadSafe is a member of the pan European eSafetyAware initiative, which is behind the “Choose ESC!” campaign and according to RoadSafe fitment of ESC (Electronic Stability Control) could reduce crashes by 40%.
The campaign, which will run from December this year until mid-2009, initially focuses on van drivers, and the rapidly-expanding van fleet and home delivery markets. There are more than 320,000 sub-3.5 tonne vans registered annually, and with a net increase of 170,000 per annum, this means that dangers on the road are also escalating. Although the campaign is equally appropriate for company car drivers and employees driving on business.
The need for such a campaign is underlined by new research released by Thatcham revealing that less than half of new cars sold in the UK have ESC fitted as standard. This compares poorly with 58% in Germany and 75% in Sweden. Whilst progress on standard fitment has been made, with a rise of 7% over 2006 figures, this level of fitment remains disappointing, since approximately 380 lives could be saved annually if the UK motorist had the same fitment levels as those in Svandinavia.
In addition to the launch today, Bosch has launched three new "Choose ESC!" driving for better business courses in association with Rockingham Circuit. These will focus on educating fleet-managers and company decision-makers about the ESC technology in vehicles.
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ESC - Three letters to save your life |