Safer Essex Road Partnership
The #mysmallchange campaign devised by Safer Essex Roads Partnership is being run in conjunction with The Honest Truth road safety charity. Animal heads are used to highlight traits within drivers and passengers that might not always be visible to them or others, but which increase their risk of being involved in a crash on the roads. For example, the cheetah represents speeding drivers.
More young females are killed as passengers than drivers in the UK; mainly by young men showing-off. By likening show-off drivers with the peacock it dehumanises their behaviour, making it look foolish and far less socially acceptable. Making a pledge to always tell show-off drivers to “cut it out” will inspire others to speak out when faced with a similar situation.